Evaluating media exposure: An application of advertising methods to publicity measurement

Yungwook Kim; Jihye Kim; Jungki Park; Youjin Choi

doi:10.1108/13563289910268142

Evaluating media exposure: An application of advertising methods to publicity measurement

Yungwook Kim, Jihye Kim, Jungki Park, Youjin Choi

Division of Communication & Media

Research output: Contribution to journal › Article › peer-review

1 Scopus citations

Abstract

Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formulae based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formulae was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.

Original language	English
Pages (from-to)	98-105
Number of pages	8
Journal	Corporate Communications: An International Journal
Volume	4
Issue number	2
DOIs	https://doi.org/10.1108/13563289910268142
State	Published - 1 Jun 1999

Keywords

Crisis management
Evaluation
Measurement
Media
Planning
Publicity

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10.1108/13563289910268142

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abstract = "Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formulae based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formulae was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.",

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KW - Planning

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Evaluating media exposure: An application of advertising methods to publicity measurement

Abstract

Keywords

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