Subject Index
 

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, this paper takes this prin ...

Charles Young, founder and CEO of Ameritest, discusses the role of film editing on our perception and understanding of movies and TV commercials - especially how 'long' they appear to be. He then desc ...

Charles Young, founder and CEO of Ameritest, revisits the issue of whether fast-paced editing of shots in a TV commercial enhances its effectiveness. Using Millward-Brown and Ameritest pre-testing mea ...

Discusses the ten-second short-form video message. Research shows it to be less intrusive but as effective in impact as a longer commercial. It can carry a branded message. It can migrate from TV to n ...

The advent of personal video recorders (PVRs) may alter existing patterns of television advertising viewing. Although much of this might be characterized by increased advertising avoidance, this artic ...

A discussion with Joseph Jaffe, author of `Life after the 30-Second Spot'. The 30-second spot is a metaphor for traditional mass-marketing, which assumes a simple relationship between exposure and re ...

This paper asks whether the recent trend among advertisers towards favouring shorter television commercials is a sensible one, or if longer advertisements do in fact yield better product recall. While ...

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of ...

In this article, continuing our series of legal briefings, Maria Luisa Cassandro and Felix Hofer outline the legislation in Italy relating to advertising to children.

This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the ex ...

The conflict of interest in which Silvio Berlusconi is a) prime minister of Italy, b) boss of the media empire Fininvest, controlling the three main commercial TV channels, c) in a position to replace ...

Television's evolution, especially in view of the changes affecting it (satellites, interactivity, cable TV, mixture with Internet, etc.), will continue to develop via the quality of its proposals. Of ...

This paper presents an experimental case of the application of online motivational research, using an interactive link via email between the researcher and the sample. The case described (an experimen ...

In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver, envisaging not only changes in graphics but also contents. The study carried out - af ...

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology, and presents their positioning and feature ...

This study describes the work carried out over the past four years in order to identify the parameters needed to measure the impact - in terms of number of readers and satisfaction - of all the magazi ...

At the end of 1993, Audipress, the Italian national readership institute, launched an experimental survey which, in addition to the main focus of the survey, readership habits, also examined general b ...

Within the extremely complex framework of Italian television, Auditel is working on doubling the meter panel and the adoption of new meters. This paper briefly describes the research structure and the ...

In this paper the authors present the up to date situation of the surveys on the radio listening audience in Italy. The first part of the paper contains a brief description of the evolution in recent ...