Subject Index
 

In his regular posting from Madison Avenue, Joe Mandese discusses some findings on media usage revealed by the annual VSS Communications Industry Forecast. This not only shows that advertising's role ...

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 ...

Geoff Wicken, TGI global development at BMRB, describes a new segmentation analysis based on attitudes to media and advertising. This provides 6 segments whose 'receptiveness to advertising' can be t ...

Sheila Byfield explains the reasons for introducing the research project 3D and describes its uses. First it identifies the most profitable customers and their relationship with the brand, second it ...

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 ...

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 com ...

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 selec ...

The benefit from mixed print and television advertising arises in two ways - from better targeting and from an increase in the power of the communication. This paper briefly outlines this two factors ...

This paper describes an investigation to determine whether or not it is possible to segment people by their habits with respect to a total of 98 variables relevant to exposure to media in one form or ...

Media mix decisions are generally based on considerations of exposure and cost efficiency of different media for demographically defined target groups. This paper proposes that the very pattern of me ...

This paper argues that in western democratic society today, where 'mass-produced individualism' is prevalent, there is increasing evidence that classical target group segmentation based on socio-demog ...

This paper explores the extent to which the rapid growth of video games may have adversely affected the reading behaviour of the youth of the UK. Using a range of sources, and the results from a newl ...

Four time budget studies have now been carried out in the Netherlands since 1975, using a virtually unchanged method. For each study a representative sample of 3,000 individuals aged 12+ completed a ...

This paper outlines the 11,000 annual personal interview research study which has been run by Burda since 1974 and designed to collect a wide range of consumption, ownership, media use, attitude and ...

This paper describes a time budget study carried out in France over the 12 months to April 1992. The aims of the study were to estimate the total number of contacts individuals have with the main med ...

This UK study explores various aspects of the relationship between a magazine and its readers for 23 individual titles, and 5 publication groups. A battery of 18 qualitative statements were used, tog ...

Since January 1991 the Dutch single-source multi-media survey, SummoScanner has been enhanced with specific TV viewing data, based on yesterday viewing. This data is not intended to compete with the ...