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Research papers

Vision and research

The subject of this contribution is the succesful market-launch of the news-magazine FOCUS in Germany in 1993. We shall begin by examining the genesis of the magazine: from the original conceptual vision to the point of its realisation. Central to...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Ulf-Dieter Filipp, Petra Maria Nippa
November 1, 1995

Research papers

Readership research for local free-sheets

Since April 1994 the Bundesverband Deutscher Anzeigenblatter (BVDA) and its member publishers have been pursuing their concept of systematic readership research for editorial and advertising marketing. On the basis of research standards, set up by...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Michael Wirkner
November 1, 1995

Research papers

Media mix

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Christine Graf
Company: GfK
November 1, 1995

Research papers

Newspapers as fast moving consumer goods brands

The marketing term "FMCG" stands for "fast moving consumer goods" which are usually exemplified by grocery products such as baked beans or detergents. It is however obvious that few product areas provide such excellent examples of FMCG as the...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Philip Wisson
November 1, 1995

Research papers

Qualities revisited

In April 1993 I presented a paper at the Worldwide Readership Symposium in San Francisco, reporting on our Quality of Reading Survey among 2,5 adults in the UK. Using the CAPI technique pioneered by RSL, we evaluated more than 30 magazines and...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Chris Minter
November 1, 1995

Research papers

The readers view

Optimizing the layout of front pages becomes more and more important for daily newsstand papers in order to catch the buyers attention. Therefore a technique had to be developed, whose intended aim was to work out indications of the readers...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Martin Vogelmann
Company: CZAIA Marktforschung GmbH
November 1, 1995

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

Quality planning

To what extent does present-day media research fulfil the needs of the user? From advertisers, especially, there is quite some criticism regarding the relevance of existing readership surveys. Although there is no doubt about the benefits of...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Vivian Beck, John Rodenburg
November 1, 1995

Research papers

The halo effect

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term "advertising" prior to going further. Advertising can be said to be any (and in fact,...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Anumita Sharma, Sanjaya Shunglu
November 1, 1995