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Research papers

Mothers and children

The extent and importance of children's opinion leading power is a phenomenon which concerns advertisers confronted with an advertising message for products consumed by children. Indeed, in this case one not only has to attract the children but also...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Frederique Micouleau, Patrick Ballarin
August 1, 2000

Research papers

Media continuity VS. concentrated flights

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies....

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Patrick Ballarin, Laurent Battais
Company: MarketingScan
June 15, 1998

Research papers

Mothers and children

The extent and importance of children's opinion leading power is a phenomenon which concerns advertisers confronted with an advertising message for products consumed by children. Indeed, in this case one not only has to attract the children but also...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Frederique Micouleau, Patrick Ballarin
May 1, 1994