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Research papers

The Kansas City milkman and other stories

First of all, a magazine or a newspaper is an object, something that you can touch and handle, something that - with a few exceptions - you have to buy with your own money. Let us take the example of a magazine; its format, its weight, the quality of...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Author: Jean Mée
June 15, 1974
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Citation

Mée, J. (1974a, June 15). The Kansas City milkman and other stories. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-kansas-city-milkman-and-other-stories


Research papers

Media habits and attitudes of physicians in Sweden

F. Hoffman-La Roche & Co. AG has assigned AB Marknadsforskning (Sollentuna, Sweden) to study the relative Importance of existing media reaching doctors in Sweden, especially for drug communication. The study aims at a quantification of exposure of...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: J. Ortengren
June 1, 1973
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Citation

Ortengren, J. (1973a, June 01). Media habits and attitudes of physicians in Sweden. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-habits-and-attitudes-of-physicians-in-sweden


Research papers

Attention and the measurement of media exposure for press and television

The paper starts by identifying decision and research areas. Decisions have to be taken about media variables and about advertising content variables. Their outcome can be reasonably assessed in terms of exposure and effectiveness, and it is...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Tony Twyman
June 15, 1972
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Citation

Twyman, T. (1972a, June 15). Attention and the measurement of media exposure for press and television. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/attention-and-the-measurement-of-media-exposure-for-press-and-television


Research papers

Findus fish in a tray

The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Bengt Lindh
June 15, 1970
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Citation

Lindh, B. (1970a, June 15). Findus fish in a tray. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/findus-fish-in-a-tray


Research papers

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1970
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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/criteria-of-decision-on-media-mix


Research papers

Regularity of reading

People do not separate neatly into regular readers of a publication and non-readers; some read issues occasionally. This paper shows that it is important to collect data on the regularity of reading, and to know how many people read none of the...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Simon Broadbent
June 15, 1963
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Citation

Broadbent, S. (1963a, June 15). Regularity of reading. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/regularity-of-reading