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Research papers

Aspects of postmodern reading public

In the western democratic societies of today where mass-produced individualism is prevalent, there is increasing evidence that classical target group segmentation based on sociodemography and conventional typologies, conventional in that they are...

Catalogue: Seminar 1993: Competition In Publishing
Author: Dieter Reigber
June 15, 1993

Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French)

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966

Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966

Research papers

The halo effect

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term "advertising" prior to going further. Advertising can be said to be any (and in fact,...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Anumita Sharma, Sanjaya Shunglu
November 1, 1995

Research papers

The Libresse/Nana case 1990-1993

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Ola Gejervall, Mats Persson
June 15, 1996

Research papers

Proposal for reach and frequency calculation in a continuos panel

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TY audience in a continuos panel by electronic measurement. Adding up...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Jose Ruben Elias, Luisa Fernanda Streber
Company: IBOPE AGB Mexico
May 1, 1997

Research papers

Advertising effectiveness, so now we know

This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years. The impacts of...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Author: Tim Foley
June 15, 1998

Research papers

Making the right choices in the online media planning tool shed

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodological issues and challenges for industry adoption...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Gerard Broussard, Jim Dravillas
June 20, 2003

Research papers

Is this remote stuck or what?

The paper demonstrates that audiences have preferences for viewing specific networks that are not driven solely by program content, that this effect is consistent over time, and considers the implications for network promotion and for advertisers....

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV
Authors: Brian Rock, Sally Pearse
June 23, 2005