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Supply and demand in the media market
de Toro, Juan Manuel; Ramas, SantiagoNota técnica MN-316-EMarketingChanges in the supply of media (TV, press, radio and magazines) and the introduction of new technologies (remote control) have directly influenced the way the media are consumed. This technical note analyzes these changes and their repercussions.Desde 8,20 €
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People-Meters: Monitoring and Measuring TV Audiences
Ramas, Santiago; de Toro, Juan ManuelNota técnica MN-314-EMarketingThe purpose of this technical note is to explain, in an abbreviated form, what audience measurement is, how audience data are collected, and what information the system provides.Desde 8,20 €
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Television advertising effectiveness: active and passive zapping
de Toro, Juan Manuel; Ramas, SantiagoNota técnica MN-315-EMarketingFor decades people have been studying ways of measuring the effectiveness of television advertising. This technical note analyzes the means of quantifying avertising effectiveness from two points of view. First, the use of the peoplemeter and other audience measurement systems to determine the actual number of viewers. Second, audience recall of advertising messages.Desde 8,20 €
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From GRP to NRP: A new measure of advertising effectiveness in television
de Toro, Juan Manuel; Ramas, SantiagoNota técnica MN-319-EMarketingDesde 8,20 €