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Media Research and Communication Research

We've grouped together all the information our site contains on media research and communication research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

 

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In search of synergy
Looking at an advertising and marketing campaign as the sum of many parts can help give a truer picture of the impact and effectiveness of each part. The author explores how to think about this holistic process and cites examples from an energy utility which saw returns from a series of ads that focused on different aspects of being environmentally friendly.
In Case You Missed It... December 2007
News and notes on marketing and research: generating online buzz; focus groups with mattress shoppers; TV viewing statistics
Beware of big egos and agency killers
Several barriers stand in the way of effective advertising, from a lack of consistent testing to a tendency to let the competition dictate how to advertise in a product or service category. The author gives nine ways to overcome these barriers, including developing a sound strategy, using the same pre-testing system consistently and striving for continuous improvement.
Tags are it
Four kinds of tags play a role in how an ad makes its way into a viewer’s memory: knowledge tags, emotion tags, action tags and a brand identity tag. The author discusses how the tags work together and how their impact can be measured.
Fascinating findings
A case history of how a marketing research firm and a PR firm turned a survey on American Idol into a hot news story.

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Related Articles

There are 61 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Developing Affinity
Cahners Publications and Simmons Market Research Bureau developed Affinity Index, a method of measuring the intensity of the relationship readers have with the publications that serve their respective industries. By quantifying reader feelings, the Affinity Index lets publications go a step beyond the usual methods of explaining their readership to advertisers: circulation numbers and/or demographics. To determine a magazine's Affinity Index, questionnaires are mailed to a sampling of its readers.
Using recognition-based tracking to compare the ROI of print, radio and TV
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.
Are we getting ahead of ourselves?
Turner Entertainment Group developed Digital Dashboard, an Internet-based diagnostic product to help managers of Turner Web sites track performance issues related to the Web sites. The company learned the endeavor was more problematic than helpful.
TURF analysis
This article explains how marketing researchers can use total unduplicated reach and frequency analysis, a statistical model, to optimize a line of products, fragrances, flavors, colors or sizes.
Recording a revolution
To identify audience interest and needs for EQ, a music recording publication, researchers mailed a survey to potential readers. The study inventoried advertisements in industry publications to estimate the potential market share and it employed informal interviews with industry contacts to ascertain the market potential. The researchers also tested potential titles by asking regional and national distributors to respond to dummy magazine covers.

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Related Glossary Terms

Media research
A study of radio, television and print media selection and frequency for the purpose of reaching the optimal consumer audience.

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Related Events

AMA SUMMER MARKETING EDUCATOR"S CONFERENCE
August 8-11, 2008
The American Marketing Association will hold its summer marketing educator’s conference on August 8-11 at the Sheraton San Diego Hotel & Marina in San Diego. For more information visit www.marketingpower.com/research.
ESOMAR ANNUAL CONGRESS
September 22-25, 2008
ESOMAR will hold its annual congress on September 22-25 in Montreal. For more information visit www.esomar.org.

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