Media research: International, pan-European

 

The desire to manage direct marketing campaigns on a pan-European basis is commercially strong, especially the appeal of production economies, but the reality is not simple. The principal differences ...

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of mul ...

This article by Mary Stewart-Hunter, OMD Europe, and Michaela Berganthal, Sony Electronics Europe, describe an ambitious project that aims to provide an actionable segmentation of the entire European ...

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning. He starts by explaining the new ARF medi ...

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal. These tools allow planners to craft media schedules using a variety ...

This paper examines the changes in media planning over the past thirty years. In the past television was dominant. Now the landscape has changed and ‘a home-only plan' cannot deliver the complete me ...

Measurement of audiences for outdoor media is proceeding apace in Europe and North America. This article reviews current practice in the Netherlands, Canada, France, Italy, Switzerland and the USA an ...

Steve Watkins shows how SMS diaries provide a very viable basis for assassing the quality of media experiences among young people. He uses data from ROAR to illustrate how to reach and research elusiv ...

The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rap ...

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has b ...

This paper describes a customer analysis model which the authors call Multi Dimensional Marketing and takes the study of attitude and behaviour differences of different generations to a more precise l ...

This paper introduces a new media planning tool entitled Mercury which uses data fusion and enables the user to analyse schedules across media. At present the system is limited to TV and press but ra ...

Describes Semiometrie, a research technique well established in France, Belgium and Germany, now taking off in the UK with strong interest from media agencies. The method is described. It is a quantit ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television. The authors explore specific t ...

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability. The authors argue that often it is not the models themse ...

This paper explores the growth of the internet and discusses three research approaches that have emerged for the measurement of online audiences. These three approaches can be called Site-Centric, Ad- ...

Discusses the use of optimising programs (`optimisers') in media planning in the US. The reasons for using them (the task of finding the optimum delivery is complex and open to bias; optimisers aid ac ...

Reports a large-scale study among teenagers across Europe (Euroquest, 1997). Segmentation analysis produced six clusters (teenage types) which occur in all four countries studied (Germany, UK, Italy, ...

Research project for Royal Mail, to improve understanding of the effectiveness of direct mail for selling financial products, who is or is not receptive to it, how it leads on to purchase, etc., and t ...

With the advent of the World Wide Web as a medium for advertisers, the issue arises to the applicability of standard reach and frequency estimation procedures for media schedules. The authors fully di ...

This paper describes in considerable detail a user-friendly software planning system developed for regional and local daily newspapers in Germany, called RegioMDS. This system is explained in a step b ...

The demand of the market, especially in the field of cross-national media planning and media selection for editorial or advertising purposes, points to the direction that everyone should have access t ...

A comparative review of European advertising expenditure monitoring services: markets covered, when they were founded, who owns them, and what differences one should be aware of when interpreting thei ...

This paper questions the contribution that new information technology has made to the 'sharp end' of the media business at the interface between the buyers and sellers of advertising. Although the aut ...

This paper proposes the argument for a new generation of media planning given the increasingly global nature of campaigns. It attempts to reconcile and optimize local and international requirements. T ...

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous ge ...

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personn ...

The article explains how the lack of standardised pan-European cable and satellite audience research has made life difficult for media owners and advertisers, and the reasons why such difficulties per ...