Media and consumers: Effects of media mix on respons...

 

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not effic ...

This paper looks at the advantages of a sequential ethnographic research methodology, using in-situ observations of media usage by an ethnographer, a surveillance set, creative diaries and in-home exp ...

Project Apollo's results are relevant to all the critical stages of marketers’ brand evaluations – from initial planning to bottom-line payoff. This paper will review Project Apollo’s multimedia techn ...

This paper is a further development of the concept of a consumer media consumption model that was first introduced at the 2004 WAM conference. At the 2005 WAM conference in Montreal, the practicality ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

This paper analyzes respondents’ free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers’ media perceptions.

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 ...

Argues that media will increasingly be judged by advertisers according to how well they help to build brand equity relationships with customers. Advertisers will require media partners who are innovat ...

This paper explores how young Japanese consumers relate to TV commercials and other media, and offers the hypothesis of 'peripheral communication' as an efficacious tool, which is manifested in the wa ...

It is commonly assumed, often with little evidence, that some media are better than others at delivering particular advertising objectives. The authors describe French research, from the SESAME surve ...

This brief paper discusses how an increasing range of communication media (including cell phones, internet, blogs) affects consumer choice, ad copy impact, media mix and expenditure, etc. Segmentation ...