Subject Index
 

In this introduction to Admap's report on consumers & media, Roderick White discusses the knotty question of how people use and relate to media. What makes this particularly fascinating and complex is ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

'Engagement', comprising the linking of consumers, context and content, is the hot topic in advertising circles. Shula Bigman, president of New York based Communications Options, looks at the history ...

This study investigated the relationship between radio advertising clutter and advertising recall using the Australian radio market as a test case. The term ‘clutter’ is defined here as a greater numb ...

Malcolm Hunter, founding director and chief strategy officer of Vizeum, explains the research and thinking behind his 'Motivation to Media' approach for media planning. This is rooted in recognising ...

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands ...