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

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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Year of publication:	1999
Authors:	Kim, Yungwook ; Kim, Jihye ; Park, Jungki ; Choi, Youjin
Published in:	Corporate Communications: An International Journal. - MCB UP Ltd, ISSN 1758-6046, ZDB-ID 2029376-8. - Vol. 4.1999, 2, p. 98-105
Publisher:	MCB UP Ltd
Subject:	Crisis management \| Evaluation \| Media \| Measurement \| Planning \| Publicity

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/13563289910268142 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014691844