Intermedia Research: Other

Newsweek Media Research Index

Intermedia Research: Other

1961 - ARF - TOWARD BETTER MEDIA COMPARISONS

Establishes six stages for the advertising process, describes them and suggests ways in which they can be used. The six stages are: vehicle distribution, vehicle exposure, advertising exposure, advertising perception, advertising communication and consumer response.

1966 - HARRY WOLFE, JAMES BROWN, G. CLARK THOMPSON AND STEPHEN GREENBERG - EVALUATING MEDIA: A RESEARCH REPORT FROM THE CONFERENNCE BOARD

Report designed to provide a comprehensive and critical review of the current state of the art in media research-how it is conducted and how it is used. Twenty-five case study briefs summarizing media research sponsored by selected advertisers are included to illustrate the application of media research techniques to specific advertising situations.

1975 - HALEY, OVERHOLSER ASSOC. FOR FAMILY WEEKLY, READER'S DIGEST, SPORTS ILLUSTRATED, TIME AND TV GUIDE - PURCHASE INFLUENCE STUDY

A measurement of the relative share of influence of husbands and wives on the purchase of a broad cross section of advertised products.

1976 - CHARLES E. RAYMOND - ADVERTISING RESEARCH: THE STATE OF THE ART - ANA PUBLICATION

Review of industry knowledge and practices in advertising research. Includes chapters about media research. Cites major studies in each area.

1978 - ARF - EVALUATING ADVERTISING - A BIBLIOGRAPHY OF THE COMMUNICATIONS PROCESS - BENJAMIN LIPSTEIN AND WILLIAM J. MCGUIRE, EDITORS

Annotated bibliography of advertising research. 7,000 listings.

1979 - DON E. SCHULTZ - WHAT MEDIA RESEARCH DO ITS USERS WANT? - JAR, DECEMBER 1979

Discussion of media research needed, based on mail survey among the top and advertising agencies in U.S. No. 1 on list: Advertising response/effects of frequency. Other categories on list: Intermedia comparisons, improvement in media audience measurements, effects of media environment.

1980 - WILLIAM A. KATZ, J. WALTER THOMPSON, CANADA - A SLIDING SCHEDULE OF ADVERTISING WEIGHT - JAR, AUGUST 1980

Discussion of flighting in terms of learning and memory theory. A sliding schedule with variable media intensity during various stages of the campaign is recommended vs. more conventional even scheduling.

1980 - HERMANN SIMON AND MICHAEL THIEL - HITS AND FLOPS AMONG GERMAN MEDIA MODELS - JAR, DECEMBER 1980

Review of media planning in Germany reveals that optimization programs have not found acceptance whereas ranking and evaluation programs are hits. Article discusses reasons for these findings.

1982 - DAVID A. AAKER AND JAMES M. CARMAN - ARE YOU OVERADVERTISING? - JAR, AUGUST/SEPTEMBER 1982

Review of 69 published advertising weight tests and 60 econometric studies; reports some empirical evidence of overadvertising.

1983 - PAUL H. CHOOK - ARF MODEL FOR EVALUATING MEDIA. MAKING THE PROMISE A REALITY - ARF PUBLICATION

Review of the 1961 ARF Model for Evaluating Media, originally presented in report Toward Better Media Comparisons. Discussion of progress made since 1961 to fulfill the model in terms of data available, and discussion of steps for further progress. Report also includes a reprint of the original Toward Better Media Comparisons report.

1984 - HANS KRATZ, HENKEL, DUSSELDORF, WEST GERMANY - THE RELATIVE POSITION OF MEDIA PLANNING AND THE RELATIVE IMPORTANCE IN MAKING ONE'S OWN RESEARCH AND PLANNING - FROM THE 1984 ESOMAR CONFERENCE, LISBON

Discussion of why West German manufacturer, Henkel, does its own media planning and research. Description of Henkel research conducted every two months, to measure media and product use, and brand awareness and use.

1984 - SIMON BROADBENT, LEO BURNETT LONDONDON, U.K. - SPENDING RESEARCH MONEY - DOES IT RESULT IN MORE EFFICIENT MEDIA PLANNING - FROM THE 1984 ESOMAR CONFERENCE, LISBON

Analysis of 36 case histories concludes that media research plays only a small part in media planning decisions. Recommendations for improving media research relevancy are outlined.

1984 - ROLF SPEETZEN, AXEL SPRINGER VERLAG, HAMBURG, WEST GERMANY, AND HANS VORSTER, CCMAC COMMUNICATIONS, TORONTO, CANADA - THEORY AND PRACTICE OF MEDIA MIX DECISIONS - FROM THE 1984 ESOMAR CONFEREERENCE, LISBON

Paper concerning how media research data affect media planning in Germany and Canada. Based on interviews with a small sample of senior media personnel in both countries and on analysis of media runs. Although the two countries differ in media availability and research data, the investigation showed that media research data in both countries are used mainly for intramedia decisions, and not for intermedia planning. Authors concluded that there is a need for better intermedia data in both countries.

1984 - OTMAR ERNST, AXEL SPRINGER VERLAG, HAMBURG, WEST GERMANY - SUMMING UP - FROM THE 1984 ESOMAR CONFERENCE, LISBON

This summary of the 1984 ESOMAR conference reviews topics covered and questions raised at the conference, including: Is media planning really important? Do you know any planners who really care about media research? How much are media researchers really committed to media problems? New media + new research: Is it a challenge for the old media too? Data banks-when will we say goodbye to single source surveys? Ernst concludes that media research does affect media planning and vice versa (in both cases, "yes, but ... ".) and that "what really matters is that the light underneath our lantern, the light of media research, is reaching far enough so that media planners are not left in the dark!"

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