| Author: | Galpin, J. Gullen, P. |
| Title: | Beyond the OTS: measuring the quality of media exposure |
| Journal: | International Journal of Market Research
2000 : WINTER, VOL. 42:4, p. 473-493 |
| Index terms: | ADVERTISING MEDIA RESEARCH |
| Language: | eng |
| Abstract: | In traditional media research usually the size and composition of audiences exposed to a wide range of media vehicles are measured. In general, these media research studies attempt to provide an accurate measure of the numbers and types of people who have an "opportunity to see" (OTS) an advertisement placed by an advertiser. This article concentrates on research which goes beyond these "opportunities to see" and attempts to measure something more closely linked to the likely effectiveness of the advertisement. |
SCIMA