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Research papers

Targeting the outdoor audience using research to build a new outdoor medium

Adshel Superlite is a new medium from More O'Ferrall. It was launched as recently as 1987 in the UK and enjoyed immediate success. The medium is 1.8m x 1.2m back illuminated panels on bus shelters. There are now more than 19000 across the country -...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Francis D. Goodwin, John Clemens
June 15, 1990
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Citation

Goodwin and Clemens (1990a, June 15). Targeting the outdoor audience using research to build a new outdoor medium. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/targeting-the-outdoor-audience-using-research-to-build-a-new-outdoor-medium


Research papers

Complementarity between television and magazines

This research was planned in order to check the observations made based upon theoretical works on the complementarity of magazine and television advertising. Although few media-planners doubt the beneficial effects of this complementarity on ideas...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Jean-Pol Thiebaut
June 15, 1990
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Citation

Thiebaut, J. (1990a, June 15). Complementarity between television and magazines. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/complementarity-between-television-and-magazines


Research papers

How the medium affects the message

The purpose of this paper is to show how accounting for the most recent developments in such a qualitative subject as semiology can profoundly alter the patterns of a quantitative discipline such as media planning. Media planning today is founded on...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: François Laurent
June 15, 1990
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Citation

Laurent, F. (1990a, June 15). How the medium affects the message. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-the-medium-affects-the-message


Research papers

Media mix and advertising effectiveness

The survey takes the basic problem of planning mixed media campaigns as its start line. Mixed media campaigns have two main objectives: 1. To avoid saturation or erosive effects through the accumulation of exposures in single media. 2. To make use of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
June 15, 1990
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Citation

Speetzen, R. (1990a, June 15). Media mix and advertising effectiveness. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/media-mix-and-advertising-effectiveness


Research papers

Newspaper advertising processing

This paper demonstrates: 1) how newspaper visual processing data derived from eye-movement research significantly exceed both immediate ad recognition and traditional day-after recognition data in measuring the effective exposure rate of newspaper...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Leif Widman, Sharon H. Polansky
June 15, 1990
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Citation

Widman and Polansky (1990a, June 15). Newspaper advertising processing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/newspaper-advertising-processing


Research papers

Motivating the marginal buyer

The ideal of targeting and promotional effectiveness is to deliver to those individuals who are most open to brand switching the message or benefit that most satisfies their preferences, and to do this in the most appropriate executional and media...

Catalogue: ESOMAR Congress 1989
Author: Ian D. Greig
September 1, 1989
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Citation

Greig, I. D. (1989a, September 01). Motivating the marginal buyer. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/motivating-the-marginal-buyer


Research papers

Association technique and jingle analysis

This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive...

Catalogue: ESOMAR Congress 1989
Authors: Alessandro Paris, Ivana Ventura, Laura Frontori
September 1, 1989
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Citation

Paris, Ventura and Frontori (1989a, September 01). Association technique and jingle analysis. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/association-technique-and-jingle-analysis


Research papers

Adjustment of advertising to continually developing values: An operative model of analysis

The rapidly developing social and cultural scene is bringing about a parallel change in values, attitudes and life styles. This is reflected on the consumer's choice of products and brands. In Italy in particular the consumer is bombarded by a mass...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Graziella Messina, Franco Barbero
June 15, 1989
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Citation

Messina and Barbero (1989a, June 15). Adjustment of advertising to continually developing values: An operative model of analysis. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/adjustment-of-advertising-to-continually-developing-values-an-operative-model-of-analysis


Research papers

Beyond presence

This paper presents an account of a major research study conducted at the end of 1987 on behalf of Capital Radio pic. Capital Radio is a major independent radio station broadcasting in London and its immediate environs. This study was designed with...

Catalogue: ESOMAR Congress 1988
Authors: Carole Wilkins, John Clemens, Ruth Deacon
September 1, 1988
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Citation

Wilkins, Clemens and Deacon (1988a, September 01). Beyond presence. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/beyond-presence