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Research papers

A closer look at the TV audience

Observations and models attempting to describe a multiplicity of interactions between media content, media usage and audiences, are designed to provide (temporarily) adequate, at most times, answers to a series of crucial questions, that enhance our...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Emmanuel Heretakis
June 15, 1992
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Citation

Heretakis, E. (1992a, June 15). A closer look at the TV audience. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/a-closer-look-at-the-tv-audience


Research papers

Targeting the outdoor audience using research to build a new outdoor medium

Adshel Superlite is a new medium from More O'Ferrall. It was launched as recently as 1987 in the UK and enjoyed immediate success. The medium is 1.8m x 1.2m back illuminated panels on bus shelters. There are now more than 19000 across the country -...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Francis D. Goodwin, John Clemens
June 15, 1990
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Citation

Goodwin and Clemens (1990a, June 15). Targeting the outdoor audience using research to build a new outdoor medium. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/targeting-the-outdoor-audience-using-research-to-build-a-new-outdoor-medium


Research papers

Unravelling the advertising response function

Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...

Catalogue: ESOMAR Congress 1988
Author: Michael F. Cramphorn
September 1, 1988
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Citation

Cramphorn, M. F. (1988a, September 01). Unravelling the advertising response function. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/unravelling-the-advertising-response-function


Research papers

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987
Author: Peter Collett
September 1, 1987
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Citation

Collett, P. (1987a, September 01). Real-life responses to TV commercials. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/real-life-responses-to-tv-commercials


Research papers

Video-recording the viewers in their natural habitat

This paper offers a brief review of the research techniques that are available to the media researcher who is interested in discovering what happens in front of the television. It then describes the C-Box, a piece of equipment which produces a...

Catalogue: Seminar 1986: New Developments In Media Research
Author: Peter Collett
June 15, 1986
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Citation

Collett, P. (1986a, June 15). Video-recording the viewers in their natural habitat. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/video-recording-the-viewers-in-their-natural-habitat


Research papers

Response to magazine and television advertising

This paper picks up the value of media questions on a product survey, a point made earlier in this section. It is also an example of a data bank leading to generalisations. These include comments on the way the two main media work. But in addition to...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Alan Smith
June 15, 1980
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Citation

Smith, A. (1980a, June 15). Response to magazine and television advertising . ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising-


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model


Research reports

Qualitative research into British rail corporate advertising

The advertising was felt to be trying to make the public 'aware' of what it was doing as an organization and further endeavoring to attract new passengers on the basis of efficiency, value for money, fast trains, etc. Respondents were unlikely to see...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1979
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Citation

, C. (1979a, September 01). Qualitative research into British rail corporate advertising . ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-british-rail-corporate-advertising-


Research reports

Project Waiter

The objectives of the research were: 1. To evaluate responses to the initial andthen the revised Advertising and Packapproaches for the product;2. To obtain reactions to the wafer product,and to make comparisons with the biscuitalternative.

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1979
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Citation

, C. (1979a, August 01). Project Waiter. ANA - ESOMAR. Retrieved September 15, 2024, from


https://ana.esomar.org/documents/project-waiter