Back

Attention and the measurement of media exposure for press and television

Date of publication: June 15, 1972

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

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.

Tony Twyman

Author

This is a long description of some author details.

  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Twyman, T. (1972a, June 15). Attention and the measurement of media exposure for press and television. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/attention-and-the-measurement-of-media-exposure-for-press-and-television