Advanced
search

To read this content please select one of the options below:

Evaluating media exposure: applying advertising methods to publicity measurement

Yungwook Kim (Illinois State University, Illinois, USA)
Jihye Kim (College of Journalism and Communications, University of Florida, Gainesville, USA)
Jungki Park (College of Journalism and Communications, University of Florida, Gainesville, USA)
Youjin Choi (College of Journalism and Communications, University of Florida, Gainesville, USA)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 September 1999

2610

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

Related articles

Manage cookies

We’re listening — tell us what you think

Join us on our journey