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Research papers

Techniques for targeting television advertising to product users

The belief in the potential for direct targeting of television advertising has grown out of five years' experience conducting fourteen Commercial Recognition Studies. In total, one hundred and five housewife- targeted commercials, forty five...

Catalogue: Seminar 1982: Improving Media Research
Authors: Sue Stoessl, Suzanne Hatley
June 15, 1982

Research papers

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Sue Stoessl, John Clemens
March 1, 1979

Research papers

Comparisons of readership data derived from aided recall data and diary records

Conventionally readership data in Great Britain has been collected by personal interview methods using a form of aided recall. In 1973, London Weekend Television Limited commissioned Marplan Limited to carry out a series of diary panel studies in...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Sue Stoessl, J. Stocks
August 28, 1977

Case studies

Monitoring the effects of television advertising

This paper describes the advertising monitoring studies carried out to check the effects of the use of television by insurance companies in the U. K. The changes noted on certain well established advertising evaluation measures are particularly clear...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Sue Stoessl, Anne Wicks
June 15, 1976