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Research papers

Ten years of media research and planning in Italy

This paper will review 10 years of media research in Italy and then proceed to state the situation of media planning techniques and the still unresolved problem areas, which are mainly the following:A. The target group;B. How to structure vehicle...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Vittorio M. Meroni
June 15, 1980
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Citation

Meroni , V. M. (1980a, June 15). Ten years of media research and planning in Italy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/ten-years-of-media-research-and-planning-in-italy


Research papers

France

Advertising is designed to communicate with subjects, not objects. It is transmitted by the mass-media, which technology has placed at the disposal of mankind to "socialize" communication. These two obvious facts mean that advertising is naturally...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Dominique Leger
June 15, 1980
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Citation

Leger, D. (1980a, June 15). France. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/france-1934


Research papers

The quality of magazine and tv exposures

The objective of media planning is to establish, within the framework of the budget for a specific advertising target, the optimum cost-effective combination of carriers for the advertising in question. As a rule, the selection of the media is based...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1980
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Citation

Speetzen and Wenzel (1980a, June 15). The quality of magazine and tv exposures. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-quality-of-magazine-and-tv-exposures


Research papers

Predicting media schedule effectiveness by the 'media planex' method

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Jean Michel Agostini, Nicolas Steinberg
June 15, 1980
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Citation

Agostini and Steinberg (1980a, June 15). Predicting media schedule effectiveness by the 'media planex' method . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-


Research papers

The target group index

The Target Group Index has been one of the most successful research innovations over the period covered by this book. Despite initial worries by the industry about overloading respondents, it collects data about a wide range of product behaviour,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Christopher Minter
June 15, 1980
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Citation

Minter, C. (1980a, June 15). The target group index. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-target-group-index-2005


Research papers

Measurement of average issue readership

The JICMARS survey - launched in 1978 - is a continuous survey amongst UK General Medical Practitioners jointly financed by publishers, advertising agents and the pharmaceutical industry. The objective is to provide media planning data concerning...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: R. J. Worrall, Tony Twyman
June 15, 1980
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Citation

Worrall and Twyman (1980a, June 15). Measurement of average issue readership. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measurement-of-average-issue-readership


Research papers

Media mappings as instruments in media-planning

The mapping of research data is a special type of multivariate analysis. Like segmentation or cluster-analysis it is a process of data reduction, conceived in order to reveal main structures behind a multitude of data. What distinguishes mapping from...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Gerhard Zacharias
June 15, 1980
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Citation

Zacharias, G. (1980a, June 15). Media mappings as instruments in media-planning. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-mappings-as-instruments-in-media-planning


Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Friedrich A. Rode
June 15, 1980
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Citation

Rode, F. A. (1980a, June 15). Application of primary surveys and desk research to media planning . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-


Research papers

TV show loyalty in Finland

This is a companion paper to Goodhardt (1968) which was referred to in the introduction to Hulks and Thomas (1973). The Finnish data is however presented in a different way and makes a case for peoples’ loyalty to some shows, while Goodhardt...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Heikki J. Kasari
June 15, 1980
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Citation

Kasari, H. J. (1980a, June 15). TV show loyalty in Finland . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/tv-show-loyalty-in-finland-