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Research papers

Maximising the effectiveness of direct response television advertising

Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. This study merges two sets of data, the audience to DRTV commercials...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Richard Fielding, Hugh Johnson
June 15, 1995

Research papers

Audience reaction information

Channel Four is a U.K. national television channel, set up in 1982 and today accounts for around 10% of all viewing. It is financed from the sale of commercial airtime but it is not a private enterprise. It is, effectively, a public service...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Hugh Johnson
June 15, 1992

Research papers

Product purchasing and TV viewing

In the Autumn of 1984, TVS and JWT commissioned AGE to conduct a study on a single panel which measured purchasing and television viewing over 12 weeks. This was to a certain extent a continuation of earlier work commissioned by JWT in 1966. The...

Catalogue: Seminar 1986: New Developments In Media Research
Authors: Phil Gullen, Hugh Johnson
June 15, 1986

Research papers

Measurement of retail sales beyond the normal packaged grocery products

The paper describes an attempt to measure retail sales beyond the usual measurement of branded packaged groceries. It explains why the attempt should be made, especially by an independent television contractor; it examines the method used to obtain...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Hugh Johnson
June 15, 1982