Mi hui Pak, ARF - Knowledge at Hand, April 2013
This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of media scheduling, comparing the pros and cons of continuity (straight-through) advertising with flighting (bursting) advertising.
Yongick Jeong, Hai Tran and Xinshu Zhao, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 87-101
This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.
Kate Newstead, Jennifer Taylor, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 207-210
This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls.
Pascale Merzereau and Laurent Battais, October 2000
Discusses whether burst (pulsing, flighting) of continuity media strategies are better. 15 experiments were done on the BehaviorScan system run by MarketingScan (a joint venture between GfK and Médiamétrie).
James Galpin and Phil Gullen, International Journal of Market Research, Vol. 42, No. 4, 2000
This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership surveys of newspapers and magazines and radio listening diary studies.
ESOMAR, Media Research, Mexico City, October 1998
The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like.