Abstract:

If in future one will try to measure the chance of perception of an advertisement, the page confrontation probability is an indispensable link in the chain. Besides, in media selection, it gives the possibility to use page confrontation chance as a medium weight in order to discriminate between media. The task we set ourselves was: To find a technique which makes it possible to estimate the confrontation probability of the single page of many media in one sample. First efforts were concentrated on magazines and on television. The decision was made to start a first wave with 17 titles and TV. This survey consisted of three parts: 1. The registration of the pages with which confrontation of the reader was recorded; 2. The registration of the characteristics of all the pages of the issues and the titles belonging to the survey; 3. The development of a calculation system in order to obtain comparable figures for magazines and for TV which could be used as a medium weight.