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.
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© 2010 Mark Balnaves
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Balnaves, M. (2010). Measuring Media Audiences and Using Media Research. In: Kitchen, P.J. (eds) Integrated Brand Marketing and Measuring Returns. Palgrave Macmillan, London. https://doi.org/10.1057/9780230297340_6
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DOI: https://doi.org/10.1057/9780230297340_6
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