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Marketing Research Articles Related to Media Research-Print/Publication

Marketing Research Articles Related to Media Research-Print/Publication

Showing items 1-8 of 8.

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A new perspective on Hispanic media planning

Published
June 2005
Author
Felipe Korzenny
Abstract
The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

Chevron tracks long-running corporate advertising program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
In its quest to be seen as an environmentally friendly oil company, Chevron has had a print and TV campaign, called “People Do.” Communicus, a Santa Monica, Calif., research firm conducts wide-ranging telephone interviews that mask the study’s sponsor and its advertising focus. Respondents give ratings, impressions, and purchase information for a number of companies and their advertising. Re-interviews are done a year later to test ad effectiveness.

Electronic research tool helps the Arizona Republic reconnect with its community

Published
July 2000
Authors
Robert Duley and Douglas Griffen
Abstract
The Arizona Republic gave respondents laptops with software that supports electronic brainstorming, prioritization and survey assessments in its effort to redesign itself to better connect with the issues and the community.

Fax-based surveys give PC World magazine flexibility and quick turnaround at a low cost

Published
February 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
PC World magazine uses fax-based surveys, with the help of the program Teleform, as a fast and economical research method.

Measuring pass-along readership

Published
March 2002
Authors
Chris Van Derveer and Ron Bass
Abstract
One of the major challenges facing magazine publishers is determining how many people actually read their magazines. This article discusses pass-along research, a market research technique for determining total readership. The article includes a step-by-step description of the optimum procedures to employ to produce valid results and a discussion of validity.

Trade Talk: Study shows how Latinos' news media habits shape their views

Published
June 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Pew Hispanic Center conducted a study which examined the role of language in Hispanic consumption of media.

Understanding the effectiveness of television, online and magazine advertising in cross-media campaigns

Published
April 2006
Author
William Havlena
Abstract
The author uses data from his company’s CrossMedia Research studies to show how print, online and TV ads interact and how their individual and group impact can be measured and analyzed.

Using recognition-based tracking to compare the ROI of print, radio and TV

Published
March 1999
Authors
Don Bruzzone and Lizabeth L. Reyer
Abstract
Ad campaigns often include a variety of media, which often leads to questions about effectiveness. This article is a case history from a continuing recognition-based tracking study by BlueCross BlueShield of Minnesota that shows a way to answer all the questions that arise regarding which medium is best.