This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket audience. The objective would be to examine the effect of exposure of TV and press advertising on consumer purchase behaviour. In order to achieve this objective, a short term panel (fourteen weeks) was conducted among upmarket housewives, i.e. housewives from TV owning households with monthly income of Rs. 4000/- or more so that exposure and purchase could be tracked at the individual level. Weekly interviews were conducted to elicit titles exposed to and brands purchased (in some prespecified product categories) over the last seven days. Recall of TV advertisements over seven days was an unreasonable expectation, and therefore, respondents were visited thrice over a seven day period to elicit programmes watched over the last two or three days in each visit.
This paper concerns the planning, execution and communication of the results of Turkeys first industry readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly amongst the principal publishers, and success could only be achieved through a newly-established joint industry committee and subsequent negotiation publisher by publisher. Second, major technical obstacles had to be overcome, as in the lack of sampling frames or of trained interviewers. Third, there was low awareness of the type of data to be produced, of their interpretation and of suitable data delivery software.
This paper presents the way in which content analysis of the Europe-wide written press and television can be applied to study trends in public opinion and in market development, and to evaluate the success of communication policies. The first part describes what media analysis is and what a typical project looks like, especially in an international context. Apart from showing a number of application areas, the paper concentrates on methodological issues. The second part of the study shows the use of this method by the European Commission. Both quantitative and qualitative analyses are demonstrated, concerning the written press, but also television. Although content analysis as such has already existed a long time, applied media analysis is presented as a relatively new area in which methodological standards are still in development. Accepted market research standards can be considered as helpful in that development.
The present paper explains why the French press decided to create a new readership measurement tool. It discusses the technical and political reasons behind the change in the screen, the choice of vertical questioning, the introduction of a question on yesterday reading for all magazines, and keeping AIR as definition of press readership. The article then goes on to explain the consequences of the methodological choices: - increase in number of titles getting through the filter; - increase in number of occasional readers and stability of that of regular readers; - the various changes in weeklies and monthlies; - the observed inconsistency between number of yesterday and day-before-yesterday readers of weeklies; - the value of the new data from yesterday reading and the difficulties in using them.
They fear that the develop of the commercial television in Europe could restrain the press. A great deal of attention has been paid to this topic by the Italian advertising sector and by the legislature. We shall attempt to answer showing that this hypothesis isn't TRUE via an analysis at two different levels: An empirical level in which we shall demonstrate that the decline of investments in press advertising due to television is an optical illusion and that, on the contrary, there has never been such growth in investments in press advertising as we have seen in the TV boom years. A deductive level in which the empirical evidence in confirmed by using an economic model (indifference curves, the "income" effect and the Giffin paradox) that explains why, in Italy, the growth of commercial television has had a positive effect on press advertising investments as well. The reduction in television prices since the RAI monopoly gave way to competition from commercial networks has probably had an "income" effect, shifting portions company income from other ways of communicating with and putting pressure on consumers towards classic advertising, to the benefit of both the press and television
Studies carried out on the press in the majority of cases concentrate on investigations of the readership. Focusing on the various types of readers of a single title, and classifying them both socio-demographically and in terms of social behaviour, is of course extremely important. However it is clear that media research should not neglect the raising of questions relating to the title itself. The displacement of the focus of research to the medium itself through indicators such as degree of familiarity, affinity, and attractiveness, promotes an understanding of what goes into making up the image assets of a title. Since 1982 BVA has been developing measurement studies whose aim is precisely to focus on the image of the tides in the major press families. In association with Diapason, we carry out regular investigations on the general information press, TV journalism and women's press. In the course of the "New Publishing Strategies" seminar, held in Hamburg in 1989 I outlined the theoretical and methodological foundation of such studies.
The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state legislative interference, in ways that don't affect press. For TV, the main influence on gross advertising revenue is the size of the actual commercial audience; GDP per capita is most closely correlated with the price charged in each country, ie. the cost per thousand gross impacts. In these circumstances it is difficult to see how changes in TV (of which there are many) can have a major effect on press revenues. The evidence from a number of countries over the last 10 years is that TV tends to be more complementary to press than competitive. Where press revenues fall on the introduction or expansion of commercial TV, it is as much due to general economic causes as to the introduction of TV itself, and tends to be very short-term. In general, real press revenues are more likely to rise than fall when TV expands.
Press evaluation research has been dominated by readership surveys, which aim to identify audience size, composition and reading habits. This type of research provides information for media buyers, but provides little, if any, insight into overall campaign effectiveness. As press advertising begins to play a more important role in the marketing mix of many brands, there will be a greater need for "holistic" quantitative evaluation of campaigns, in terms of how the execution and medium work together in achieving the desired strategic objectives for the brand. This paper explores the possible nature of such an holistic research approach and highlights factors of importance to be taken into account when designing quantitative press campaign evaluation studies. These factors are based on the knowledge gained within Research International from developing and qual-testing press ads, and conducting pre and post press evaluation studies, as well as from findings from the first stage of an exploratory development project undertaken late last year. The paper is divided into three parts. Firstly, the paper illustrates the context within which press advertising may work. This in turn demonstrates the need for research techniques designed specifically for press campaigns. The second part of the paper summarises the main findings from the initial qualitative stage of development research, involving observation and depth interviews with readers defined as "active" in particular product areas. This research provided further understanding of how people read and perceive magazines/newspapers, and the impact that this has on their reactions to, and use of, press advertising. The final part of the paper puts forward an hypothesis on the relevance of the existing quantitative approaches used in press advertising evaluation and audience research, and details a new approach which will improve the relevance and reliability of evaluation data. The two conclusions of the paper are that, i) in many ways, press advertising represents a far more complex area for research than TV advertising, and consequently, one which justifies a more tailor-made approach than is currently the norm, and ii) both TV and press research methods currently undervalue (or under-address) the issues of media context and audience disposition.
This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the content of an advertisement and how this has led to the development of a mythology - a set of unchallenged assumptions - which guide professional publication choice and placement within a title. The paper then describes how press advertisements are read and why so few are spontaneously remembered. This leads onto the issue of the lack of rule-breaking press advertising and the consequent loss of branded distinctivity. Different types of branding used in press advertisements explain why some campaigns require longer to establish than others. Finally, the implication for research methodologies at all stages of development and evaluation closes the paper.
My topic is a relatively new type of opinion polling - the pro bono survey. Pro bono surveys are increasingly common in the U.S. and they represent an important form of publicly disseminated polling. I will discuss the general topic and then tell you about one example of such a study: "The People and The Press" which Gallup conducted tor the Times Mirror Corporation.
The American press, with a long tradition of running its own polls, treats them as a key part of its news reporting. The key elements for success in this enterprise are commitments to time, space and staff, and a recognition of what polls can and cannot do in the news report. This article examines, according to a list of concerns presented to the author by Robert Worcester for ESOMAR, the key roles to be played by the different participants in the process.
The magazine "Se og Hor" was started in September 1978. At that time, about 2,2 million magazines were sold every week in Norway, in a community counting a total of 4 million people. The magazine was accorded a probation time of 6 months to reach a break even of about 85.000 copies a week. 100.000 copies. From the beginning, the circulation was about 100.000. Today the circulation is 220.000 copies - and "Se og Hpr" is with that the fourth biggest magazine in Norway and has occasionally been number three. The motto of the magazine is: "Se og Hor makes life happier". The contents might be compared with a mix of the American "People", the German "Hor Zu" and the Danish "Billedbladet". The total turnover in 1983 was about 10 million dollars, 80% of the income referring to the sale of the magazine, 20% to advertising sales. The increase of circulation is quite unique in the Norwegian press.