Evaluating media exposure: applying advertising methods to publicity measurement
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 September 1999
Abstract
Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formula based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formula was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.
Keywords
Citation
Kim, Y., Kim, J., Park, J. and Choi, Y. (1999), "Evaluating media exposure: applying advertising methods to publicity measurement", Corporate Communications: An International Journal, Vol. 4 No. 3, pp. 136-144. https://doi.org/10.1108/13563289910288429
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited