Evaluating media exposure applying advertising methods to publicity measurement

Evaluating media exposure applying advertising methods to publicity measurement

Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formula based on a literature review is applied to two crises the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formula was generally successful. The outcomes showed that...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Corporate Communications: An International Journal 1999, Vol.4 (3), p.136-144
Hauptverfasser: Kim, Yungwook, Kim, Jihye, Park, Jungki, Choi, Youjin
Format: Report
Sprache:eng
Schlagworte:
Crisis management
Evaluation
Exposure
Measurement
Media
Publicity
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formula based on a literature review is applied to two crises the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formula was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.
ISSN:1356-3289
DOI:10.1108/13563289910288429