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Research papers

Media mix and advertising effectiveness

The survey takes the basic problem of planning mixed media campaigns as its start line. Mixed media campaigns have two main objectives: 1. To avoid saturation or erosive effects through the accumulation of exposures in single media. 2. To make use of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
June 15, 1990
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Citation

Speetzen, R. (1990a, June 15). Media mix and advertising effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-mix-and-advertising-effectiveness


Research papers

Newspaper advertising processing

This paper demonstrates: 1) how newspaper visual processing data derived from eye-movement research significantly exceed both immediate ad recognition and traditional day-after recognition data in measuring the effective exposure rate of newspaper...

Catalogue: Seminar 1990: The Quality Of Media Information
Authors: Leif Widman, Sharon H. Polansky
June 15, 1990
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Citation

Widman and Polansky (1990a, June 15). Newspaper advertising processing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/newspaper-advertising-processing


Research papers

Reservations about FRY as a method for general readership studies

In this contribution I should like to summarise what for me are currently the main issues of concern about the use of the First-Read-Yesterday (FRY) method in general readership studies. When we talk today about this method, we think mainly about two...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Erhard Meier
June 15, 1990
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Citation

Meier, E. (1990a, June 15). Reservations about FRY as a method for general readership studies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/reservations-about-fry-as-a-method-for-general-readership-studies


Research papers

Quality control system for on-air advertising

Often a Company discovers that it has not obtained the hoped-for results from its advertising investment when it is already too late. Sometimes a Company wonders whether it might not have obtained the same results with a smaller or different type of...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Mirella Leonardi
June 15, 1990
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Citation

Leonardi, M. (1990a, June 15). Quality control system for on-air advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/quality-control-system-for-on-air-advertising