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Research papers

Regional media planning

This paper is aimed at answering the relevant questions regarding media selection in certain defined target areas. It is a very special paper, dealing with the large number of difficulties occurring when media planning is focused to small regions....

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Rolf Speetzen, Hans-Hermann Jager
June 15, 1997

Research papers

Diagnostic evaluation

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Hilary Gaines, Wendy Rolls
Company: KANTAR TNS Malaysia
June 15, 1997

Research papers

A new cultural sunday magazine

The present paper is inscribed in the frame of an extensive quali-quantitative research (since November, 1995) carried out by the team “Marketing Entrepreneur” about the daily morning paper “Pagina 12”, founded on May 26 1987. One...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Fernando Moiguer, Ana Maria Binnevies, Marita Soto, Oscar Steimberg, Paula Magariños
June 15, 1997

Research papers

Where does the magazine finish and the reader start?

This paper will focus on the results of an ethnographic study, including a sample of women’s magazine readers. Ethnographic studies are a qualitative and in-depth approach, in which research analysts go through a period of close contact with the...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Jaime Troiano, Lidice Salgot
June 15, 1997

Research papers

Meeting the global needs of advertisers and responding to a changing media landscape

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondly, it addresses global issues from the perspective...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Michael Quilty
June 15, 1997

Research papers

The Internet and the future of advertising

This paper is a general postulation of the Internet as the newest medium of advertising. It discusses brief comparisons to traditional forms of advertising and the expected role of the Internet in the future. In addition, it exerts the importance of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Barry Salzman
June 15, 1997

Research papers

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Adrian Weser
June 15, 1997

Research papers

Research in magazines

This paper concerns the creation and use of a readers’ panel for Gruner + Jahr’s three monthly women’s magazines in Spain: Dunia, Cosmopolitan and Marie Claire.

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Elena Sanchez-Fabres, Teresa Osma
June 15, 1997

Research papers

The success story of Amelia

This essay is about the strategic thinking, intuitive feelings and analytical work behind the launch of one of Sweden’s most successful weekly magazines. It describes in steps the combination of factors which led to Amelia’s success. In...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Naomi Seid
June 15, 1997