Subject Index
 

Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials. Firstly he reviews current opinion on the effect of ...

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effecti ...

Maureen Duffy and Anne Foster, from the Newspaper Marketing Agency, refute the view that newspaper advertising is primarily for 'retail and detail'. Describing a large research project, they put the c ...

Maureen Duffy, CEO for the Newspaper Marketing Agency, looks at how UK newspapers have adapted and changed over the last forty years, to still guarantee a mass audience (something that TV finds increa ...

Argues that circulation data, the traditional currency metric for newspapers and magazines, has not been outdated by a changing media landscape. ABC have supplemented their core circulation service by ...

Rolf Randrup, TNS-Gallup Denmark, describes the latest developments in newspaper readership research in Denmark. Firstly he discusses the findings of a large page-traffic survey of 15 newspapers amon ...

Newspapers talk a good game when it comes to listening to customers. Yet INMA research suggests the talk does not meet the reality. Newspapers must focus on proper segmentation, determine the proper i ...

Caroline Vogt, of News International , describes The Reader Need.States project – a project designed to look at the role of UK newspapers in readers’ lives. It discovered that different reading occas ...

This paper explores a major issue facing many brands and organisations; the need to stimulate fresh thinking and prepare for tomorrow's market. It shows how creative thinking and a successful partners ...

This article introduces a study of the regional press published by the Newspaper Society. It consists of 9,000 interviews and examines the role of regional newspapers as part of mixed media schedules ...

This paper describes a newspaper study carried out for the Swedish Newspaper Association using short message service (SMS) interviews with a panel of mobile phone users. It was instigated following d ...

The newspaper industry is working to transform itself into an even more powerful, versatile, cost-effective and advertiser-friendly medium for the 21st century. The National Newspaper Network explores ...

A daily, nationwide, high circulation newspaper offers specific features that make understanding and meeting the needs and expectations of consumers a complex and continuous challenge. Besides the hig ...

Investigates what factors make spokes-persons in advertisements likeable and effective. In-depth interviews were used in the study. Four primary dimensions of spokes-character likeability were uncover ...

When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite. ...

The close ties between the US and Mexican market has led to an increasing number of American firms considering operations south of the border. A number of segments within the Mexican market represent ...

In 1992 Cebuco, the marketing and research organisations of the Dutch newspapers, invited 7 large non-newspaper advertisers to undertake experimental newspaper advertising to test the medium.

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

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 ...

This paper argues that the momentum generated by this initiative should not be allowed to fade away. It identifies 9 ways in which further work could and should be undertaken.

Content analysis of 13,000+ newspaper retail advertisements was used to explore the interaction between limited-time product availability (i.e. Three days only!) and mentions of reference pricing, and ...

The results of an experiment using 274 students, presenting three alternative versions of a media story, showed that the influence of both voter statements and poll data lay in perception, not voting ...