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Research papers

Does clutter degrade the media environment?

This paper analyses one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness commercial...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Debbie Solomon
August 1, 1999
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Citation

Solomon, D. (1999a, August 01). Does clutter degrade the media environment?. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/does-clutter-degrade-the-media-environment-


Research papers

To fuse or not to fuse?

The aim of the paper is to provide guidelines for the non-technical media practitioner. It will argue that while the principles of fusion are sound they do not provide a catchall solution and caution should be exerted in using it as a general media...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Authors: Richard Dodson, Sheila Byfield
August 1, 1999
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Citation

Dodson and Byfield (1999a, August 01). To fuse or not to fuse?. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/to-fuse-or-not-to-fuse-


Research papers

Researching the process of change

The paper sets out the broad processes involved in globalisation especially in the communications and media domains. While there are global changes happening there remain massive disparities in uptake and availability between markets. Equally ...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Authors: Michael Svennevig, Matt Houltham, Robert Towler, Julie Firmstone, Robin Brown
August 1, 1999
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Citation

Svennevig, Houltham, Towler, Firmstone and Brown (1999a, August 01). Researching the process of change. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/researching-the-process-of-change-5496


Research papers

Introduction

Introduction to the ESOMAR Monograph "Better Research For Better Media Decisions" (vol.7) from Sheila Byfield.

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Sheila Byfield
August 1, 1999
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Citation

Byfield, S. (1999a, August 01). Introduction. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/introduction-5494


Research papers

Ad avoidance

The problem with the majority of us involved in marketing is that we think or more accurately want to think that everyone likes advertising. This is probably just human nature as we quite naturally need to believe that the thing we have dedicated...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Ivor Hussein
August 1, 1999
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Citation

Hussein, I. (1999a, August 01). Ad avoidance. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/ad-avoidance


Research papers

Back to the fundamentals of media research

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies speeding up of mutations and acceleration of trends dispersion of practices and explosion of rules and inter- penetration between...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Dina Raimondi
August 1, 1999
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Citation

Raimondi, D. (1999a, August 01). Back to the fundamentals of media research . ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/back-to-the-fundamentals-of-media-research-


Research papers

TvSpan

TvSpan a joint venture project between Meridian Broadcasting TSMS and Taylor Nelson Sofres has been in operation since March 1996 with 750 Superpanel homes in the Meridian ITV region equipped with TV setmeters in addition to the scanning equipment...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Andrew Roberts
August 1, 1999
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Citation

Roberts, A. (1999a, August 01). TvSpan. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/tvspan


Research papers

Untangling the confusion of TV scheduling theories

This paper discusses the distinctions that should be made in media scheduling between the theories of how advertising works (response functions and decay) and the tactics of media buying (cover and frequency). It draws on the modeling analysis work...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Jayne Zenaty Spittler
August 1, 1999
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Citation

Spittler, J. Z. (1999a, August 01). Untangling the confusion of TV scheduling theories . ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/untangling-the-confusion-of-tv-scheduling-theories-


Research papers

Media in mind

The overriding aim of the research is to gain a clear understanding of the specific relationship between consumers and their consumption of advertising for all media. Through a mixture of detailed diary data and self-completion questionnaires media...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Jim Kite
August 1, 1999
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Citation

Kite, J. (1999a, August 01). Media in mind. ANA - ESOMAR. Retrieved October 18, 2025, from


https://ana.esomar.org/documents/media-in-mind