Attention and the measurement of media exposure for press and television

Date of publication: June 15, 1972

Author: Tony Twyman

Abstract:

The paper starts by identifying decision and research areas. Decisions have to be taken about media variables and about advertising content variables. Their outcome can be reasonably assessed in terms of exposure and effectiveness, and it is suggested that these two criteria usually involve rather different concepts of attention. However, it is the measurement of exposure primarily in relation to media variables that is the subject of the present paper.

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