Literaturnachweis - Detailanzeige
| Autor/in | Chandon, Jean-Louis Jose |
|---|---|
| Titel | A Comparative Study of Media Exposure Models. |
| Quelle | (1976), (647 Seiten) |
| Dokumenttyp | gedruckt; Monographie |
| Schlagwörter | Hochschulschrift; Audiences; Doctoral Dissertations; Evaluation; Mass Media; Mathematical Models; Operations Research; Planning; Statistical Analysis |
| Abstract | This study attempts to determine which media-exposure models available today are the best. A survey of the literature of the last 20 years is used to provide the basis for assessment of the state of the art of media planning and to draw distinctions between the implicit, naive, subjective, and sophisticated media-exposure models. Discussion of the 47 media-exposure models which constitute the core of the study is divided into three parts. Part one examines 21 audience-accumulation models; an explicit treatment of the mathematical relations that link audience accumulation to frequency of exposure and to audience loyalty is provided. Part two examines 6 ad hoc models and 11 stochastic duplication models and assesses their relative performances on the basis of 15 criteria. Part three demonstrates how the relation between audience accumulation and frequency of exposure can be extended from the single vehicle case to the multivehicle case. The major contribution of this study lies in the synthesis of all known media-exposure models and the evaluation of these models according to unified data bases. (Author/KS) |
| Anmerkungen | University Microfilms, P.O. Box 1764, Ann Arbor, Michigan 48106 (Order No. 77-1228, MF $7.50, Xerography $15.00) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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