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Research papers

Newsstand

This paper shows evidence that reach and frequency estimates used for print planning in the United States are likely flawed. Cumulative net reach appears significantly understated (and frequency is overstated) for magazines that distribute a high...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Author: Barbara L. Zack
June 13, 2002

Research papers

Brand-to-media consonance assessments

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has become increasingly difficult: the lines are...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Robert Passikoff, Manuel Gutierriez
Company: Brand Keys, Inc.
June 13, 2002

Research papers

Media planning enters the 21st century

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Melissa Heath, Lisa Rudman, Michelle Crellin
June 13, 2002

Research papers

Magazines

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are over-exposed to magazines and have more contacts...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Bruno Schumutz, Eric Vernette
June 13, 2002

Research papers

Multi-media reach/frequency and optimization

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: James H. Collins, Daniel T. Mallett, Jane Mulligan Traub
June 13, 2002

Research papers

Multi media optimizing optimistics

This paper describes the development by Initiative Media of Matrix, a new tool for optimizing multi-media campaigns. Based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Nicholas Hiddleston, John H. Faasse
June 13, 2002

Research papers

Electronic measurement of magazine reading

Knowledge Networks has tested a new approach to market research in the United States by using a random-digidial sample for panel recruitment and equipping panel households with a device connecting their television sets to the Internet. This approach...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Author: Jay Mattlin
June 13, 2002

Research papers

Measuring the 'daily reach of dailies' and newspaper sections

Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue'...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Ingemar Lindberg, Paul Sumner, Peter Masson
Company: Bucknull & Masson
June 13, 2002

Research papers

The contribution of magazines in mixed TV-print schedules

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consumer multi-media/product usage survey in Brazil. With...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Michelle de Montigny, Roland Soong
Company: KANTAR TNS Malaysia
June 13, 2002