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ESOMAR Conference papers
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How Much Is Too Much? The Collective Impact of Repetition and Position in Multi-Segment Sports Broadcast
Yongick Jeong, Hai Tran and Xinshu Zhao, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 87-101
This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.
This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl. The findings indicate that brands advertised more in the first half and brands that appeared in both halves but shown more in one half than the other were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those evenly shown in both halves. The results support theories of repetition and primacy effects.
The Total Long-Term Sales Effects of Advertising: Lessons from Single Source
Kate Newstead, Jennifer Taylor, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 207-210
This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls.
This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls. From very different approaches, two common findings emerge: a) if advertising is to be sales effective in the long term, it must first work in the short term, b) advertising typically has a half-life of three to four weeks. For scheduling, a continuity strategy appears preferable. There may be conditions under which bursting is more appropriate, but these circumstances are not yet at all well documented. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
Time to change time
Ken Holden and Gilles Santini, ESOMAR, TV Conference, Montreal, June 2005
Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too.
Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too. Considering that we face a new media environment and that we need to address the stronger than ever demand of the advertisers for an increased efficiency of their media strategies, it is clear that the industry needs to revisit its current practices and build new planning tools. The authors revisit the various roles of time in media planning on the basis of past contributions and new advances, and comment on the three following major issues: audience velocity of delivery; flighting; and exposure allocation over time.
A Vision of Media Planning in 2010
Ira Carlin, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp. 2-4
In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010.
In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010. The author reviews the evolution of media planning, and then looks at how recent and future changes are and will influence it. He believes that media planning will come to embrace metrics in every shape and form, with the fragmentation of media, the atomization of audiences and changing response rates continuing to drive that change.
Beyond the OTS: Measuring the Quality of Media Exposure
James Galpin and Phil Gullen, International Journal of Market Research, Vol. 42, No. 4, 2000
This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership surveys of newspapers and magazines and radio listening diary studies.
This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership surveys of newspapers and magazines and radio listening diary studies. It answers two basic questions not addressed by these limited approaches:(1) How do we determine a better measure of who has actually looked at a specific advertisement placed within a medium? (2) How do we determine which people are in an appropriate frame of mind to respond to the advertisement?
Profiling Media Users. An Operational Instrument for the Measurement of Cultural Values in a Wide Variety of Cultures
ESOMAR, Media Research, Mexico City, October 1998
The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like.
The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like. A simple Kompas value chart description of the findings is introduced and it is shown how different groups of consumers, media-users, and others vary markedly. That values discriminate better than traditional socio-demographic criteria is also illustrated, and the possible application of the findings across countries and over time is discussed. Following this, the Schwartz Value Domains are introduced. The stability of the Value Domains between more than forty countries is stressed and the nature of the Domains are explained. Finally, the classification of identical respondents in the Kompas and in the Schwartz systems are compared, and it is suggested that the Kompas dimensions may be interpreted as two axes in the Schwartz Value Domains.
MNC: Media Non-Consumers
ESOMAR, Media Research, Mexico City, October 1998
In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs (media non-consumers).
In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs (media non-consumers). The field selected for analysis is an area small in size but complex in nature (the Basque country), and the survey covers an extended period of time (fifteen years). The resulting project makes it possible to gain an overall impression of this group of people who live outside the reach of the media.
Media Continuity vs. Concentration Flights. Which Works Best in France and How Do We Know?
ESOMAR, Broadcast Audience Research, Vienna, April 1998
Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe.
Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies. Single-source data has been available in France since 1996, creating new research concepts in addition to direct STAS application. This document describes sixty-nine STAS calculation results. Also developed in this document are different approaches to recency and the best way to test media planning alternatives.
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