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Research papers

Effectiveness of radio advertising

The effectiveness of an advertising message depends as much on its intrinsic virtues - especially the creative work behind it - , as it does on the context in which it appears. This is why in the print media, the impact of an advertisement can drop...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: François Laurent
June 15, 1992

Research papers

Box and cox

The Broadcasting Standards Council's remit is to examine and advise on issues of taste and decency in broadcasting. Each year, it focusses on a specific area and undertakes detailed research into it. In 1991 the issue was that of bad language:...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: Andrea Millwood Hargrave, Michael Svennevig
June 15, 1992

Research papers

More media, more data, more confusion?

In the 90’s, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries....

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Thomas Neumann
Company: Procter & Gamble
June 15, 1992

Research papers

How to save media money in advertising

This is a practical paper which draws extensively from the experience gained over many years of continuously tracking TV advertising campaigns. The purpose of the paper is to demonstrate firstly how a new research-based approach can provide new...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Bruce E. Smith
June 15, 1992

Research papers

Passive people meters and the ESOMAR codes of practice

The technology of PPMs is complex and still evolving. Although it seems likely that pilot experiments in the field will take place quite soon, the systems could still be changed before they become fully operational and/or alternative new systems may...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: John Downham, ESOMAR B.V.
June 15, 1992

Research papers

Meeting media data needs in the age of the Europlanner

The first part of this paper is concerned to describe the changes that are taking place in the organisational structure of companies operating across Europe. These changes give rise to the central control of marketing and communication resources, and...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Peter Masson
Company: Bucknull & Masson
June 15, 1992

Research papers

The Danish multi media index

Until the end of 1990 we mainly had single media surveys in Denmark to be used in the media-planning process. Thus, because of the widely different methods, it was often difficult for both media owners and users (advertisers, planners and buyers) and...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: Lene Hansen, Hanne Treu Andersen
June 15, 1992

Research papers

The media and research scene in Portugal

Based on data provided from existing studies, there are in Portugal sophisticated models for media planning, in particular TOM model from Odec, operating with Euroteste data, and MARKSEL model, operating with BAREME and AGB Portugal's data. In...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Luis Queirós
June 15, 1992

Research papers

Additional media-planning tools

Starting in January 1991 the Dutch single-source multi-media survey SummoScanner has been enhanced with specific TV-viewing data. Within the limits of the telephone interview, it is now recorded which programmes were viewed on the day before the...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Marion Appel
June 15, 1992