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Research papers

Measuring change

It could be argued that market and media research have already reached a high level of sophistication. That the consumer classification systems we have evolved over the past years keep the information we need flowing smoothly and effectively. So why...

Catalogue: Seminar 1982: Classifying Consumers
Author: Charles C. Dawson
June 15, 1982

Research papers

Television audience research in Europe

The paper takes a non-specialist view of television audience measurement in Europe, from the standpoint of a major user group, manufacturing companies and their advertising agencies. It suggests the growing inadequacy of traditional audience research...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Charles C. Dawson
June 15, 1984

Research papers

The challenge from television

The paper examines the printed media in Europe from the point of view of the advertiser and his advertising agencies, with reference to the emerging importance of the electronic audio-visual media. It attempts to trace shifting consumer priorities...

Catalogue: Seminar 1985: Quality In Publishing
Author: Charles C. Dawson
November 27, 1985