Measuring advertising effectiveness to an increasing extent has become a part of evaluating the integrated communications mix. Apart from mass advertising, activities such as promotion, outdoor sponsoring, direct marketing and above all new media have become much more important. The lines that used to separate advertising from disciplines such as design and fashion, have also become more blurred. For some people, however, the tensions between research and marketing communication have not completely disappeared. Questions still linger about whether todays researchers can succeed in convincing advertising specialists that they make a valuable contribution, and whether advertising research actually delivers what it should. As for the communications industry, how far does it continue to hide behind stereotyped positions, for instance that research is an obstacle to creativity, or that it is impossible to measure the real effects of commercial communications? In this issue of Research World we focus on the way in which advertisers and researchers work together. We speak with the persuaders to find out if they are satisfied with the services that researchers deliver. We look at the research contribution to ask: in which direction is the relationship heading - will it remain difficult or is that now changing?
This book presents a detailed portrait of how the media research world is meeting the challenges of changing consumer and media environments. Its core themes will help media research professionals expand and develop their existing thinking. Many new techniques are included that demonstrate both the international nature of the media business and the important part that media research plays in the total communications industry.
The paper considers the recent consolidation in the Brazilian media measurement market, with the change in ownership of traditionally established media research agencies, and the attempts of smaller agencies to enter that market. The reaction of media executives and advertising agencies will be analyzed, as well as to discover if and how they will change attitudes, opinions and usage habits, in addition to the tendencies and expectancies in relation to the entire media market development. The underlying hypothesis is that more diversity is desired. The results are drawn from qualitative and quantitative research undertaken among the main media decision makers.
A company communicates with its consumers in many different ways: media, the product itself, its packaging, its display material, personal communication, public relations, advertising and information about sponsoring. Although many of the methodologies discussed in the following may be useful in testing most of these different forms of communication, the chapter is primarily aimed at problems related to the testing of advertising and of the information distributed through mass media.
Latin American countries have in common their cultural background, characterized by the strong influence of the European immigrants upon the local pre-Colombian civilizations. They have also shared very similar paths in modern history, which have resulted in similar political and economical stages of development. These factors establish a unique condition of a continent with homogeneous roots and values. The focus of this study is to verify to what extent the actual similarities among the population of the different Latin American countries result in a sufficient homogeneity that would allow, or even suggest, the use of a unique communication language, leading to an overall advertising strategy. In marketing studies, however, when Latin America is investigated, few are the analyses that deal with the continent as a whole. Different sources and methodologies limit the possibilities of getting comparative data or a conclusive overall picture of the Continent. The present study, made possible by a joint effort of a group of companies associated to LATINPANEL, aims to obtain a general profile of the communication industry in Latin America, with special focus on Television as the most important mass medium. The study will also look at viewing behaviour throughout Latin America.
Latin American countries have in common their cultural background, characterized by the strong influence of the European immigrants upon the local pre-Colombian civilizations. They have also shared very similar paths in modern history, which have resulted in similar political and economical stages of development. These factors establish a unique condition of a continent with homogeneous roots and values. The focus of this study is to verify to what extent the actual similarities among the population of the different Latin American countries result in a sufficient homogeneity that would allow, or even suggest, the use of a unique communication language, leading to an overall advertising strategy. In marketing studies, however, when Latin America is investigated, few are the analyses that deal with the continent as a whole. Different sources and methodologies limit the possibilities of getting comparative data or a conclusive overall picture of the Continent. The present study, made possible by a joint effort of a group of companies associated to LATINPANEL, aims to obtain a general profile of the communication industry in Latin America, with special focus on Television as the most important mass medium. The study will also look at viewing behaviour throughout Latin America.
This paper consists of three parts. In the first part some developments and the present situation concerning advertising are discussed, in particular in relation with communication research. Manufacturers appear to still have a somewhat conventional attitude towards communication research, despite the developments in that area. In pretesting of communication instruments (advertisements, commercials, logos, packaging, etc.), the instruments are often judged on only one aspect, namely the creative and emotional one. Unfortunately nice is not always effective. The Triad model has been developed to supply more objective criteria; it combines emotional with objective elements. In the second part of the paper the Triad model is presented, which is developed by professor Poiesz of Tilburg University (Economic Psychology). The Triad model says communication instruments have to satisfy three conditions if the information in the instruments is to be processed in the consumers brain: motivation, ability and opportunity. The theoretical background and development of the model is presented. Hereafter the Triad model is discussed in detail. In the last part of the paper is mentioned how the Triad model is used in market research, i.e. communication research. Attention is paid to the operationalization of the model, the design of Triad research, en the (type of) results from Triad research. MarketResponse has linked the Triad model to CAGI (Computer Assisted Graphical Interviewing): the CAGI/Triad instrument. CAGI is a new method of computerized data collection, especially for communication research concerning visuals. This part contains an in-depth discussion of the possibilities and application of CAGI and the CAGI/Triad instrument in communication research.
American society is engaged in a radical transformation from an era of mass media delivered by air to an era of class media delivered by wire. Mass media are associated with passive audiences, mass production, and mass consumption. Class media are associated with active participants, specialized production and individualized consumption. Mass media are vehicles for exposing advertising. Class media are opportunities for interactive marketing. Mass media consumers are exposed to packaged media information. Class media consumers create personal media experience. Mass marketer's success is due in part to their skilled use of mass media, which, consciously or not, also affects their product development Likewise, class marketers' success will turn on their understanding and exploitation of class media. The evolution of communications media is an interplay of technological, economic, political and social forces. This interplay is part of the context in which consumer products are conceived, produced and marketed. With the exemption of media politics, whose effects are larger and more evident domestically than internationally, this document considers these forces in turn. Finally, it discusses the collective influence on the marketing of these forces.
In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially confirmed the enormous increase in the efficacy of communication when the Periodical Press is added to a planned use of Commercial TV. From these Research Programmes the multiplying effect has appeared so relevant that now Arnoldo Mondadori Editore, which in the meantime has become part of the Multinational and Multimedia Fininvest Group, is concentrating more on the extraordinary increase in communicative effectiveness resulting from this Multiplier effect than on the traditional competition between the two media Commercial TV and Periodical Press.
The everyday activity of a media planner consists in organizing systems or combinations of means of transportation for the advertising messages toward the targets. In most other fields, such a system is considered as a good one when it : is cost effective preserves the quality of the goods delivers them at the right address in the right quantity at the right time. In our field, we add to these requirements a major one: the means of transportation we use (i.c. the media vehicles) have, not only to preserve, but to improve the quality -the effectiveness- of the messages they deliver. In addition, we are obliged to use these means of transportation exactly as they exist. The only freedom we have is in deciding that we use or not a given vehicle, and in determining the intensity of the usage. The tools the media planner needs consist in information able to guide him in the long scry of choices of opportunity and intensity which loads as close as possible to "the most effective" system of transportation for the messages (i.c. the media plan)