John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

Electronic Media Audience Measurement

Electronic Media Audience Measurement
Electronic media audience measurement

The success of a product is generally assessed by the volume of sales it generates: The larger the number of sales, the greater the success. By the same token, the success of a program broadcast on television or radio is measured by the number of households or persons who tune in to that show.

However, the measurement of audiences is not as straightforward as keeping a count of product sales. Several methods are used to assess and estimate the numbers of television viewers, viewing households, and radio listeners. Bach has its advantages and problems, and each results in its own particular audience estimates. These estimates are critical from the perspectives of both advertisers and broadcasters, because of the costs ...

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