Evaluating media exposure: Applying advertising methods to publicity measurement

Yungwook Kim; Jihye Kim; Jungki Park; Youjin Choi

doi:10.1108/13563289910288429

Evaluating media exposure: Applying advertising methods to publicity measurement

Yungwook Kim
, Jihye Kim
, Jungki Park
, Youjin Choi

Integrated Strategic Communication

Producción científica: Article › revisión exhaustiva

2 Citas (Scopus)

Resumen

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.

Idioma original	English
Páginas (desde-hasta)	136-144
Número de páginas	9
Publicación	Corporate Communications
Volumen	4
N.º	3
DOI	https://doi.org/10.1108/13563289910288429
Estado	Published - sept 1 1999

Nota bibliográfica

This article was published in two parts. The first part, published in
June 1999, conceptualised the authors' position on evaluation. Part two,
published in the next issue in September 1999, applies the theory to two case
studies, presents the methods of analysis and outlines the results.

ASJC Scopus subject areas

Industrial relations
Organizational Behavior and Human Resource Management

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author = "Yungwook Kim and Jihye Kim and Jungki Park and Youjin Choi",

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AU - Park, Jungki

AU - Choi, Youjin

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PY - 1999/9/1

Y1 - 1999/9/1

N2 - 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.

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KW - Crisis management

KW - Evaluation

KW - Exposure

KW - Measurement

KW - Media

KW - Publicity

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UR - https://www.scopus.com/pages/publications/84986133630#tab=citedBy

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Evaluating media exposure: Applying advertising methods to publicity measurement

Resumen

Nota bibliográfica

ASJC Scopus subject areas

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