Similar Search Results

Using Viewer Attitudes to Evaluate TV Program Effectiveness - Program attitudes in a prior period are at least as strongly related to subsequent exposure as is exposure to the prog...

Assael, Henry; Poltrack, David F. - In: Journal of advertising research 46 (2006) 1, pp. 93-101

Persistent link: https://www.econbiz.de/10007378750

Using Single Source Data to Select TV Programs: Part II

Assael, Henry; Poltrack, David F. - In: Journal of advertising research 33 (1993) 1, pp. 48-57

Persistent link: https://www.econbiz.de/10006540314

SURVEY METHODOLOGY - Consumer Surveys vs. Electronic Measures for Single-Sources Data - Can MRI data serve as a surrogate for Nielsen ratings to obtain single-source data? It appea...

Assael, Henry; Poltrack, David F. - In: Journal of advertising research 42 (2002) 5, pp. 19-25

Persistent link: https://www.econbiz.de/10006508016

Relating Products to TV Program Clusters - The use of correspondence analysis to group television programs and products according to the intersection of individual viewership of th...

Assael, Henry; Poltrack, David F. - In: Journal of advertising research 39 (1999) 2, pp. 41-52

Persistent link: https://www.econbiz.de/10006519181

Can Demographic Profiles of Heavy Users Serve As a Surrogate for Purchase Behavior in Selecting TV Programs?

Assael, Henry; Poltrack, David F. - In: Journal of advertising research 34 (1994) 1, pp. 11-17

Persistent link: https://www.econbiz.de/10006536631

The Impact of TV Program Involvement on Program Attitudes and Subsequent Exposure

Assael, Henry; Poltrack, David F. - 2008

The primary criterion in evaluating TV programs is Nielsen ratings, that is, viewer exposure to TV programs. An important issue in media analysis is whether qualitative criteria should be used in addition to exposure. The assumption in using Nielsen ratings is that past exposure is the best...

Persistent link: https://www.econbiz.de/10014026574