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Research papers

Improving the effectiveness of our media planning

The everyday activity of a media planner consists in organizing systems or combinations of means of transportation for the advertising messages toward the targets. In most other fields, such a system is considered as a good one when it : is cost...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Giovanni Fabris
June 15, 1984

Research papers

The latest attempt to square the circle

A source of dissatisfaction among media planners in Germany was the impression that different instruments for measuring quality of media contacts led to different scores depending on the medium offering the score. Against this background a very large...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Peter Beike
June 15, 1984

Research papers

Unsolved problems in media planning and media research and their interaction

If there is one field of research where misunderstandings are plentiful, than it is in the field of multi-media A.I.R. research intended for the media planning function. The basic problem is that a medium has to tell its prospective customers, what...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Benno Stoppelman
June 15, 1984

Research papers

Tailoring media research to users' needs

This paper both demonstrates that (at least in South Africa) media research does influence media planning and also shows the considerable value of measuring (rather than assuming) the needs, satisfactions and dissatisfactions of media data users.

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Michael M. Brown
June 15, 1984

Research papers

The contribution of intermedia response technique to media comparison

Starting from a case history and supported by similar studies the paper shows how media comparison is measurable and what factors influence intermedia equivalence. Sophisticated media-planning models suppose media equivalences hypotheses. The case...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: François Embs
June 15, 1984

Research papers

Plus print

PLUS PRINT is the title of an intermedia advertising effectiveness study. It stands for the effectiveness of advertising in electronic media plus additional advertisements in consumer magazines, demonstrated by HORZU, the largest selling magazine in...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Rolf Speetzen
June 15, 1984

Research papers

What is missing in media planning?

This paper is based on a lot of experience. My judgement for you today in "what is missing in media planning" are; A. Planners in general are not seriously and completely trained in fundamentals of media planning, the research methods and their...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Stephen A. Douglas
June 15, 1984

Research papers

Media planning in New Zealand

Media planning in New Zealand has altered dramatically since tho McNair on-line media research system has been available. The major advantages are due to the integration of data such as audience research, marketing information and television...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Brian J. Potter
June 15, 1984

Research papers

Radio

This review paper examines the factors influencing media research design in the UK - partly technical and partly the interplay between advertisers’ needs and media owners' resources - with particular reference to the development of radio...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Derek Bloom
June 15, 1984