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Research papers

Better planning by improved learning from campaign tracking research

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Alan Smith
October 20, 1998

Research papers

Using consumer panels in media research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Ravi Moorthy, Praveen Tripathi
October 20, 1998

Research papers

The case of the near-sighted bombardier

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea of how demo-targeting works is...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Ephron
October 20, 1998

Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998

Research papers

Consumers and brands

This paper focuses on efficiency, advertising investment efficiency, and of course, the most important theme, efficiency measuring. Measuring and efficiency, or efficiency measuring and efficiency - it is the same, because we will not know if we are...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Ampelio Plaza
October 20, 1998

Research papers

Towards total communications strategies: Is media research keeping pace with change?

This book presents a detailed portrait of how the media research world is meeting the challenges of changing consumer and media environments. Its core themes will help media research professionals expand and develop their existing thinking. Many new...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Sheila Byfield
October 20, 1998