Effectiveness: Media and response effects

 

In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), th ...

This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message ...

This report looks at the results of an independent investigation, commissioned by the Magazine Publishers of America, into the effectiveness of advertising in consumer magazines, the internet (banners ...

Paul Dyson, founder of D2D Limited, traces the history of media phasing (especially for TV advertising). He describes the development of burst activity from the reach and frequency analyses of the 197 ...

Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized br ...

Discusses 'engagement' and how it can be measured in magazines. Mass media has lost its power to connect with consumers as it used to. Consumers can now interact with mass media content and customize ...

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions fo ...

In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new T ...

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies. In the evaluated campaigns, the explained variance of the predictive models depends on the ...

In answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’ ...

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe, Asia and Australia. Advertising clearly plays a substanti ...

We are surrounded by more channels of input and opportunity than at any time in history. Few, if any, rely exclusively on any one source of information for news, entertainment and advice on what to bu ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

The benefit from mixed print and television advertising arises in two ways - from better targeting and from an increase in the power of the communication. This paper briefly outlines this two factors ...

This paper outlines the 11,000 annual personal interview research study which has been run by Burda since 1974 and designed to collect a wide range of consumption, ownership, media use, attitude and ...