دورية
Intermedia Comparisons Through the Structure of Media Rates
| العنوان: | Intermedia Comparisons Through the Structure of Media Rates |
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| المؤلفون: | Boivin, Yvan, Gagné, Martin |
| المصدر: | Journal of Current Issues and Research in Advertising; March 1996, Vol. 18 Issue: 1 p45-52, 8p |
| مستخلص: | AbstractThe value of an advertisement is decomposed into the following components: 1) intrinsic media value; 2) segmentation value; 3) creative value. While many commercial organizations provide estimates of the segmentation and creative values to advertisers, there does not seem to be any study of the intrinsic value of media. This articles seeks to quantify intrinsic media value by modelling the structure of media rates. The consequences of the reported findings on media decisions are next outlined. |
| قاعدة البيانات: | Supplemental Index |
PDF full text from Publisher | تدمد: | 10641734 21647313 |
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| DOI: | 10.1080/10641734.1996.10505039 |