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Research papers

Product/media and the quest for the Holy Grail

This paper is about ways to collect and integrate information on television/radio use on the one hand and use of different products on the other. And from a Canadian perspective; which is probably sufficient motivation for the reader to turn speedily...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Ken Purdye, Rob Dick
June 15, 1996

Research papers

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Yasser Omar, Shashikala Halve
Company: PepsiCo
March 1, 1996

Research papers

Accountability

Market research bureau Inter/View in Amsterdam has conducted a survey assigned by Weekbladpers, a Dutch publisher of weekly and monthly sports and culture magazines. In this survey an experiment was carried out to test the hypothesis of the...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Marianne Wessel, Sikke Bakker
November 1, 1995

Research papers

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Wim van der Noort, Irena Petric
June 15, 1994

Research papers

Selling beyond belief

Personal belief systems supported by social and community norms challenge the success of social campaigns to change traditional attitudes and behaviors, especially when the campaigns attempt to transport the values of developed countries to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Mohamed Wafai, Jehan El-Tigi
January 1, 1994

Research papers

Global growth of US values among youth

Michael Porter suggests that a nation's firms are often international leaders in industries that are related to the nation's national passions. A firm developing product for demanding and sophisticated consumers in the home market gets an earlier...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Jeanne Binstock van Rij
June 15, 1992

Research papers

Research for broadcasting decisions

This paper describes the results of a study commissioned by the Foreign and Commonwealth Office from Research Surveys of Great Britain (RSGB) to determine whether the World Service is effective in communicating a positive impression of Great Britain...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Michael M. Brown, Philip Mercieca, John Parrish
June 15, 1991

Research papers

An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe

This paper illustrates the use of multi-criteria to evaluate an international travel advertising campaign. The effectiveness of print advertisements that contain coupons for response were measured on several different criteria: 1) the number of...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Edward Berrol
Company: Ogilvy
June 15, 1991

Research papers

Multi media effects: Synergy between television, tv magazine and newspaper ads?

In September 1989 a short but heavy multimedia campaign was started to increase the knowledge in the Netherlands of the new tax laws that will influence everybody's life as from the first of January 1990. A small brochure was inserted in all TV...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Leendert van Meerem
June 15, 1990