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Research papers
Effective radio advertising
Despite the growing importance of radio as an advertising medium in The Netherlands, there is very little research available on the impact of radio advertising and how to influence it. We designed an experimental survey to learn how to influence the...
Catalogue: 2nd Radio Research Symposium
Author: Swantje Brennecke
June 15, 1997
Case studies
Qualities of radio advertising
This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium. Described are the effective mechanisms of radio advertising in relation to actual exposure, both generally...
Catalogue: 2nd Radio Research Symposium
Author: Christoph Wild
June 15, 1997
Research papers
Tv advertising effectiveness
The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John...
Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Raimund Wildner, Klaus Kindelmann
Company: GfK
February 1, 1997
Research papers
Advertising effect modelling
Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an...
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Lars Grønholdt
November 11, 1996
Research papers
Advertising exposure and advertising effects
The paper describes a proprietary modeling process which has been used to isolate advertising effects of a short-term nature and to document long-term effects. Many of the findings of this work are congruent with the findings of John Philip Jones,...
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: James F. Donius, Michael von Gonten
November 11, 1996
Research papers
Program types
This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different...
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Uwe Munzinger
November 11, 1996
Case studies
The French single source experience
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the...
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Laurent Battais, Laurent Spitzer
Company: MarketingScan
November 11, 1996
Research papers
