Subject Index
 

An analysis is performed on the results of 241 real world TV advertising tests conducted by Information Resources, Inc. between 1989 and 2003 to partially update the findings of Lodish et al. [Journal ...

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates. However, when electronic ...

In the UK single-source panel data experiments have been used to correlate TV advertising exposure and buying behaviour since the early 1960's. Ivor Millman, research advisor at ITV, reports on lesso ...

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning. He starts by explaining the new ARF medi ...

Joe Mandese, in his regular review of US ad practice, discusses how TV-centricity (persistent obsession with the TV medium) is guiding the thinking about planning other media – especially broadband in ...

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous adverti ...

Over the past two years there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current peoplemeter panels. Some advantages of the set meter inc ...

As we think about data fusion, I'm reminded of the 17th Century character who exclaimed, 'Good heavens! For more than forty years I've been speaking prose without knowing it.' I suppose today that wou ...

This paper focuses on four areas in which Nielsen Media Research (NMR) is making considerable strides towards improving the quality of the data that it gathers from its diary samples and its metered h ...

In September 2000 Nielsen Media Research installed in the Boston DMA the first of 600 households as part of its plan to introduce People Meters to local markets. With the sample at 420 households inst ...

There is a long-standing debate in the TV advertising business as to the relative commercial effectiveness of shows airing on broadcast vs. ad-supported cable television, which is similar to (if not s ...

This paper explores the role qualitative research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers'. Earlier this year, Eli Lilly and Company lau ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

Argues that for fmcg products highly targeted segmentation is less efficient for stimulating brand growth than old-fashioned large-scale sampling, since the appeal of most of these products is not clu ...

Argues for the benefits of integrated media planning. It is time planners went back to regarding media as complementary, not competitive.

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Discusses media targeting: the technique for reducing cost by directing messages to those most likely to buy the brand. The author believes that targeting is over-valued by media people. Recency plann ...

Discusses the use of optimising programs (`optimisers') in media planning in the US. The reasons for using them (the task of finding the optimum delivery is complex and open to bias; optimisers aid ac ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

Illustrates the benefits of Multimedia CAPI (Computer-Assisted Personal Interviewing) for TV ad tracking work. Experimental research by RSL comparing against traditional use of telepics is reported. B ...

The paper presents a study in which the short term effects of advertising on purchase behavior were measured with single source data from a micro test market. The results show that real advertising ef ...

Describes how Celestial Seasonings Inc. uses market research to improve return on investment: 1) using existing studies on profitability to determine how the marketing budget should be allocated; 2) a ...

The relationship between message strategy (what is communicated in a commercial) and commercial effectiveness is explored in this paper. Over 1,100 commercials for which effectiveness measures were av ...

Because of the increasing complexity of the television environment there is a growing need for television planners and buyers to pay attention to the quality as well as the quantity of the viewing opp ...

If the enormous costs of airtime are to be effectively spent, the commercials which carry the advertising burden must do their job properly. It is therefore essential that they should be pre-tested - ...

This paper summarises the results obtained from 3 telephone coincidental studies carried out in the US between 1986 and 1991 for CONTAM - a Committee on Nationwide Television Audience Measurement. Th ...

Continues the author's account of the 'TABS' method of evaluating advertising campaigns, begun in January 1981 (no. 1508). The two basic measures of 'visibility' and 'goodwill' can be linked with much ...

First of two articles describing the advertising evaluation method TABS (continued in April 1981, no. 1504). Describes the two key measures of 'visibility' and 'goodwill', and explains why both are ne ...

This paper summaries the initial findings of the TVSpan project, a joint venture between Meridian Broadcasting, TSMS and Taylor Nelson AGB (now Taylor Nelson Sofres). 750 homes from the AGB Superpane ...