search query: @indexterm AUDITING / total: 1120
reference: 123 / 1120
| Author: | Shain, R. Shain, P. |
| Title: | The rise of media auditing |
| Journal: | Admap
2004 : NOV, VOL. 39:10 (455), p. 42-43 |
| Index terms: | advertising auditing media selection television advertising |
| Language: | eng |
| Abstract: | US media advertising, especially television, is under-monitored, and this costs advertisers and distorts evaluation. This article shows why financially oriented media auditing is becoming critical to the US advertising industry. |
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