Media planning: Measurement, effectiveness

 

Previous pageNext pagePage 1 of 1

all[26]papers[21]cases[0]news[0]classics[5]
Sort by:
 Date      Most read
Narrow by:
Search within results:
Start searching...
Reset search
Print  |  Email  |  Add to My Folder
My preferred format is HTML  |  Change to PDF

Classic paper - a key, timeless read
1.
Simultaneous Media Experience and Synesthesia
Joseph J. Pilotta and Don E Schultz, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp.19-26
The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More important ...

Summary | Full Text | More Like This
Classic paper - a key, timeless read
2.
The curse of the leverhulmes
Gerry Pollak and Erwin Ephron, ESOMAR, Media Mix Audience Measurement, LA, June 2003
Analysis of MMA (Marketing Management Analytics Inc) data found that advertising delivers positive short-term paybacks for six of the twenty non-CPG brands, but for only one of the twenty five CPG (co ...

Summary | Full Text | More Like This
Classic paper - a key, timeless read
3.
Learning more about planning for marketing efficiency
Alan Smith, ESOMAR, Media Mix Audience Measurement, LA, June 2003
Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and plann ...

Summary | Full Text | More Like This
Classic paper - a key, timeless read
4.
Predicting Trial, Repeat and Sales Response from Alternative Media Plans
Fred S Zufryden, Journal of Advertising Research, Vol. 40, No. 6, November/December 2000
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1982, Zufr ...

Summary | Full Text | More Like This
Classic paper - a key, timeless read
5.
Media planning processes. It's a small world after all - or is it?
Jayne Zenaty Spittler, ESOMAR, Managing Media Data, Rome, November 1996
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 ...

Summary | Full Text | More Like This


1          Page:Previous





















 home  •  subscribe  •  free trial  •  contact us  •  warc mobile  •    ©2009 Copyright and Database Rights owned by Warc
  |    |  
Subjects