Subject Index
 

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

This document analyzes the components of a system created when a quality audit of TAM services is requested, pointing out the benefits that arise when there is a correct determination of its scope and ...

This paper explains the importance of using objective, measurable audit standards when conducting an audit of media research and Ernst & Young's experiences in selecting, modifying and applying audit ...

This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television. The authors explore specific t ...

The paper describes the process of standardization adopted in the last three years by the Center for Information about the Media (CIM) to improve the quality and safety of data exchanges coming from a ...

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to ...

Describes how television audience measurements are harmonised across Latin American countries from the perspective of Mexico, and how this was developed. The Mexican peoplemeter system is described. I ...

This paper provides a framework for establishing an initial examination process and demonstrates how people from different countries can work together for the improvement of media research.

In the spring of next year (1998) the international joint industry Audience Research Methods (ARM) Group plans to publish GGTAM, its Global Guidelines for Television Audience Measurement. The drafting ...

The demand of the market, especially in the field of cross-national media planning and media selection for editorial or advertising purposes, points to the direction that everyone should have access t ...

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personn ...

The influence of computers on print ad production. Discusses how technology has changed life in creative departments, especially in small to medium-sized agencies. Many agencies have been driven to co ...

In an article originally written in February, Guy Cranswick considers the complex issues surrounding harmonisation of research in Europe. Some partial harmonisation has been achieved through the sprea ...

Describes a sales effectiveness test of 4 small brand image ads in newspapers (ROP - Run of Paper ads). The practical problems of evaluating newspaper advertising and earlier experiments are discussed ...

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 ...

This paper considers the changes that are taking place in the media scene across Europe, but argues that little change has taken place as far as media research is concerned. Little has been done to i ...

This paper is divided into 4 parts. The first part describes the changes that are taking place in the organisational structure of companies operating across Europe. These changes give rise to the ce ...

This paper makes a number of predictions about the way in which the European media scene is likely to develop in the 1990's and infers from these predictions the nature of the challenges for media res ...

The author spells out the difficulties in the way of achieving common standards of media comparison across frontiers in Europe. The obstacles are not technical, but related to the nature of the media ...

Discusses a recent EAAA White Paper: 'One Europe - One Media Currency', presented at the EAAA congress in May 1991. The paper spells out a common approach to the problem of harmonising press and TV au ...

Discusses the present state of media research across Europe and the problems of achieving pan-European harmonisation, made especially difficult because we are living through a period of rapid change. ...

Media specialists and clubs are increasing their share of TV buying all over Europe, and having to invest increasingly in research and development to combat serious problems with the research data; th ...

Beneath apparent similarities, people differ, not only between countries but within them, in ways which often defy quantification. Examples show how habits which can be measured vary enormously: home ...

Consonant media coverage, i.e. very similar presentation and evaluation of issues in all media of a particular country, was assumed to bring about powerful media effects, but this had not been tested. ...