Subject Index
 

This paper provides an overview of the characteristics of the outdoor medium, including recent technological and format developments. The paper also covers the outdoor audience, the best uses of outd ...

This paper provides an overview of the magazine sector as an advertsing medium, covering: the characteristics of magazines (e.g. high audience involvement); development of magazine ads; scheduling; re ...

This paper provides a wide-ranging review of TV viewing covering subjects including TV programmes as a context for advertising, ad avoidance and rejection, the processing of TV programmes, ad clutter ...

This paper provides a guide to the definitive thinking on setting budgets - 'an under-exploited field of expertise' - focusing on the task-and-objective approach. It argues that the growing pressure ...

This paper provides an overview of the process involved in briefing a media agency. It offers a series of key issues and questions to consider, grouped into salient themes such as the communications b ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

This paper examines techniques used to research newspapers. It notes that whilst the medium is diverse and complex, the characteristics of newspaper ads and advertising practice remains broadly const ...

This paper discusses the main issues involved when considering mixed media campaigns which, it argues, have grown in popularity due to growing media and audience fragmentation, clutter and emphasis on ...

This paper considers TV audience measurement (TVAM) - one of the largest and most important market research tasks around the world. Outlining the impact of a changing marketplace; the various TVAM sys ...

This paper considers how to make the most of radio. Detailing: the radio audience; radio’s effectiveness and mechanisms; radio audience measurement; desirable creative elements for radio ads; and conc ...

This paper considers integrated marketing (IMC) and offers some advice on how to get your strategy right. Detailing: ownership of the process; structural issues; planning and implementing IMC; measur ...

This paper examines ambient media, defined as 'unconventional and unorthodox media that either intercept consumers closer to the point of purchase than more orthodox media or are sufficiently spectacu ...

This paper questions the association between advertising reach and frequency; examines and redefines each term; outlines effective frequency planning; and considers its relationship with the theory of ...

This paper discusses the two key data sources that advertisers and media agencies have at their disposal for selecting the most appropriate media for their advertising - single-source media-product su ...

Discusses the nature of attention, the importance of media selection (clutter etc), the use of creative to attract attention and the implications for advertising research. Like all papers in the WARC ...

This paper looks at how planners navigate the maze of media channels available in today’s world. It summarises the criteria for choice, recent research approaches and how this is affecting media decis ...

The paper reviews the fundamental aspects of TV planning, including: scheduling issues and principles, choosing programmes, optimisers, commercial length, seasonality, regionality and channel choice. ...