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Research papers

The choice of media (French)

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Marcel Marc, Patrice Bertier
August 1, 1967
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Citation

Marc and Bertier (1967a, August 01). The choice of media (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-choice-of-media-french-


Research papers

The choice of media

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Marcel Marc, Patrice Bertier
August 1, 1967
×

Citation

Marc and Bertier (1967a, August 01). The choice of media. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-choice-of-media


Research papers

Integrated media research and systems

Our paper is about the principles of data collection and usage. The integration of media and product research, the construction of a computer data bank, an explicit model of how media reach people, closer blending of media buying with media planning,...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Simon Broadbent, Susanna Segnit
August 1, 1967
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Citation

Broadbent and Segnit (1967a, August 01). Integrated media research and systems. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/integrated-media-research-and-systems


Research papers

The contribution of the pragmatist in the changing media research world

This paper describes the pragmatic function of Media Management in linking the theory and the practice. It discusses the type of decisions Management has to take and whether research is offering the right sort of help. It is particularly concerned...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Robert W. Jones, Peter I. Jones
August 1, 1967
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Citation

Jones and Jones (1967a, August 01). The contribution of the pragmatist in the changing media research world. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-contribution-of-the-pragmatist-in-the-changing-media-research-world


Research papers

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
June 15, 1967
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Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-advertising-works


Research papers

Predicting media schedule effectiveness by the "media planex" method

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method


Research papers

Predicting media schedule effectiveness by the "media planex" method (French)

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-french-


Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness


Research papers

The computer in media planning

The media planner in the U.K. media situation is faced with a very large area of choice, together with a lot of information about the combinations of media he can select to reach a particular market for a particular sum of money. Judgements have to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: M. H. J. Webb
June 15, 1965
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Citation

Webb, M. H. (1965a, June 15). The computer in media planning . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-computer-in-media-planning-