 Measuring Media Audiences and Using Media ResearchMark Balnaves Chapter 6 in Integrated Brand Marketing and Measuring Returns, 2010, pp 144-175 from Palgrave Macmillan Abstract: Abstract The accurate measurement of audiences is absolutely critical in modern integrated brand marketing. It is the starting point for assessing subsequent attitudinal or behavioural affects. Different media produce different types of audience statistics: TV, Internet, radio, POS. Different measures give you different insights into audience behaviour and the impact of particular media messages or campaigns on individuals or groups. Your return on investment in media and advertising and in any integrated communication approach will depend very much on an understanding of the potential and limitations of measurement. In this chapter we will look at contemporary issues impacting upon audience and media measurement, from current survey wars through to fractionation of audiences and media. The chapter will provide you with a basic introduction to different measurement designs for different media and the use of the statistics in different types of campaigns. The chapter will also give you insights into the future of measurement in media research and current thinking on directions. Keywords: Galvanic Skin Response; Audience Rating; Television Rating; Random Sampling Procedure; Broadcast Medium (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29734-0_6 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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