Print: Print with other media

 

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches tak ...

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consume ...

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as ...

This paper deals with the media multiplier effect. The effects of four campaigns were studied for the first time in Finland with a methology that uses the possibility of ad exposure as a starting poin ...

This paper measures the effect of advertising in a combination of two media, print and television. An advertising campaign in TV and print can deliver advantages over single medium exposures in two wa ...

The paper presents the issues surrounding the evaluation of multi-media advertising schedules and emphasises the need to focus on the individual within the modelling process and in the assessment of ‘ ...

An examination of the recent study by Kenco, which tested television and magazine effectiveness. This demonstrated the potential advantage of mixed media. But we still know nothing about how to flight ...

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 argues that the momentum generated by this initiative should not be allowed to fade away. It identifies 9 ways in which further work could and should be undertaken.

The first study of this type related to a three year period, 1988 to 1990. This update study extends the period covered to include a fourth year, 1991.