The CESP has carried out two types of experiment on measuring First Reading Yesterday (FRY). The first was performed during the National Readership Survey (NRS) in 1988. A questionnaire on yesterday reading was given by phone three weeks after the face-to-face interview. The results calculated from FRY were compared to the Recency Reading results obtained on the same sample. Due to lack of consistency between the two sets of results, especially for the monthlies, this method has now been dropped. Following this initial experiment and research carried out in other countries such as the USA and Netherlands, the CESP introduced a new method for measuring FRY in the Multi-Media Time-Budget Survey. Carried out over the period 1991/1992, the survey was not intended to be an audience measurement survey, but a tool for inter-media comparison. Nevertheless, the time-budget approach has proved particularly useful in identifying FRY, which is notoriously difficult to measure. In this second experiment, the CESP used all the time-budget information acquired, i.e.: place of reading, time of reading, number of times the issue was picked up, etc., combined with a source of copy question. The FRY question was thus asked indirectly. Due to the sample size (18,000), the data collected could not be used as Average Issue Readership for each title. However, analysing the results showed a consistency with not only the NRS results but also the circulation figures in terms of market shares.
This paper presents a new approach to media strategy, based on the use of the "Temps Media" studies carried out by TMPR 1 on the basis of the CESP Time- Budget Multimedia Study. The guiding principle of our approach is that of basing the media strategy on the reality of individual media behavior patterns.Beyond generalizing approaches, classical approaches based on the role of the media and their audience, media- market approaches, approaches by socio-demographic targets or life-stvles. it is the individual consumer of media, the reader, the listener, theviewer. who is the heart to the means of choice of media strategies. Starting from the observation of a simple fact the heterogeneousness of media behavior of marketing target groups - TMPR has designed and set up a tool to assist in preparing media strategies, SOMETIME, which takes into account simultaneously the media frequentation of individuals, their activities, the corresponding moments and places. SOMETIME is an operational tool, intended for very concrete help to the media strategists of our partner agencies in their search for optimal strategies. SOMETIME is not a pure research tool, even if it does offer numerous facilities for better understanding of the Time-Budget study in all its wealth and complexity. Nor is SOMETIME a multi-media media planning tool: in accordance with the charter for use of the Time-Budget study, it does not deal with isolated media, but with statistically valid clusters of media. 1 Readership Research Symposium 1993 San Francisco, presentation by Dina Raimondi and Franfoise Dupont. The first part of this paper rapidly describes the Time-Budget Study, and the new lessons it has provided. It recalls the major structuring of this data carried out by TMPR: classifying vehicles, structuring individuals into consistent media behavior types, thanks to an exclusive typology, and structuring moments of media frequentation according to the daily rhythm proper to each type. As concerns advertising strategy, we owed it to ourselves to go beyond the frequentation of media to manage to grasp the concept of exposure to advertising. We thus henceforth work both on the time of exposure to media and on the "potentially effective advertising time". The second part of the report goes into the detail of our approach. It introduces the new concepts that we have, in close collaboration with our computer expert imagined and set up. It brings its contribution to the search for pertinent media strategies. The description of the various stages adopted for drawing up a media strategy will be illustrated by a concrete example.
The present monograph on "media moments" objectively confirms that media contact depends in part on life-stvle. Preferred media moments with the press, television and radio are arranged differently according to the days of the week and how the various categories use their time. A few simple examples taken from the Tables illustrate well the cause and effect relation of the different targets' preferred media moments and the time they have available: - Employed people naturally prefer watching television after 10 pm during the weekend. - Women of the house with children listen to less radio on Wednesdays and Sundays. - People living in households of three or more have shorter and more sporadic media moments. All three behaviours are related to one and the same need: individual management of time. How much candle can be burned at each end varies from one person to the next, but choices still have to be made. This media decision-making depends, and will do more and more, on how well, or badly, they fit in with people's lives. This is especially TRUE for television, time-guzzler par excellence. The audiovisual media must pay attention to people's timetables and integrate target availability into their programming strategies now: it is not simply necessary, it is vital. When the targets are compared among themselves, the behaviour proves very similar for television, less so for radio and somewhat different for the press.
In November 1993 TV I launched South Africas first time budget diary. Faced with the impending deregulation of South African broadcasting, the need was felt to investigate the available television audience (in TV ls target market), and the factors that contribute or detract from availability. A seven day, self-completion diary was distributed to a sample of 1 300 adults in which their daily activities, grouped into 24 categories, were recorded for each quarter hour of the day. Results portray the unique pattern of activities of the target market. Early to rise (compared to other parts of the world), the strict demarcation of the working day and television's dominance of night-time activities are illustrated. Drawing on findings of other authors, a new, two daypart definition of availability to view was developed for the TV 1 target market. A definition that takes cognisance of televisions displacement abilities but also the coexistence that is found between television viewing and certain activities. The application of the definition (and its demographic description), is illustrated in programme planning, scheduling and marketing scenarios.
This paper looks at the growth of computer interviewing over recent years. It discusses our experience with respect to computer interviews and looks at where it has proved successful and where problems have arisen. The paper concentrates on the use of computers for face to face interviewing and does not discuss in any detail the more popular use of computers for telephone interviewing (CATI). The first section of the paper deals with some of the more practical issues involved in computer interviewing such as the implications for research costs, timing and training of interviewers. It will also look at how computer interviewing can be usefully used for multi-national surveys. The second section of the paper is concerned with more sophisticated uses of computer interviewing, where advantages to the user come not from consideration of costs etc. but the ability to conduct types of interview that would not be possible using traditional pencil and paper methodologies. Throughout the paper reference is made to a variety of software that we have used in the course of our work on computer interviewing. The paper is in no way an attempt to evaluate these different programs scientifically but rather reports on our experience with them to date.
The paper describes the construction - of a survey instrument to measure the value of time relative to that of money. It then illustrates how that instrument may be applied to explore one aspect of technology's impact on the valuation to time: the use of estimates of time's value to describe and possibly predict how consumers will respond to technological malfunction.
An aggregate, numerical model is proposed to assess the effects of advertising. It is intended as an aid to advertisers and to an advertising agency. The main decisions it assists are about the size and allocation over time of the advertising budget, the evaluation of its effects - and the price of the brand. Several years of experience in trying to measure how advertising works are summarised in the application of the model. The parameters estimated from data about the brand and its market are used in a series of sub-models which help practical decisions. The research data needed are described, as is the approach to the analysis of each individual case. The examples and references given cover a cross-sectional description of brands' position in a market, the estimation of the return on advertising, different shapes of response function, determining the direction in which to change the advertising budget, and how long it is likely to take for the volume sales and profit benefits to be seen.
Since few years a wide programme has been engaged by C.E.S.P, to repertory the needs and schedule new investigations in order to complete its present surveys about Press, Cinema, Radio, Television and Placarding audiences. In this aim, a wide survey, which is going farther than the reading of the last period for the readership knowledge, and than the Radio and Television present results has been started to analyze with accuracy the number and the duration of the contacts with media.From these constraints, the survey has been settled in two phases. During the first phase, named "Budget-Temps Survey", the people's activities and its contacts with media during a day (the day before) have been recorded. During the second phase, named "Panel Multi-Media", the number of contacts with media (Press, Cinema, Radio and Television) and the material conditions of those contacts have been recorded, during a large period (five weeks).
In a marketing-oriented company producing fast-moving consumer goods, the role of the Marketing Department in developing the budget is central, but it must be carried out within the constraints constituted by the needs and capacities of other departments. Drawing up the budget is such a complex task that there is no theoretical limit to the amount of time, manpower and money which could be devoted to creating and refining it, but it is obvious that in the real world only limited amounts of time can be spent on it by Marketing Management. The first purpose of the model described below is to use that time most effectively. The second purpose is to analyse and explain subsequent deviations from the budget. The origin of the Marketing Planning Model (MAPLAMOD) was a request from top management for an evaluation of the impact of statutory price controls on optimum marketing expenditures.
What it attempts to do is to draw attention, in the light of a summary description of some of the experiments carried out by SOFRES over the past two years in the area of qualitative data retrieval and processing for media studies, to the most pertinent questions concerning qualitative data and the use to which they could be put if they were given wide currency, either as a feature of existing collective surveys (such as those performed in France by the C.E.S.P.) or as the basis of complementary studies specifically designed for the purpose, with a view to going beyond the mere determination of the number of contacts between a vehicle and its readership. The paper deals only with two broad areas of research: Firstly, attempts to achieve a precise determination of the circumstances characterising a reader contact. Secondly, attempts to determine the nature of the relationships that develop between the vehicle and its readers. Less progress has been made in this direction than in that of media time-budgets, but the findings thus far are nevertheless sufficient to form the basis of a consistent methodological approach to such problems.