Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than …
Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP (Journal of Advertising Research, Dec. 2020) has received the 2021 ARF Great Mind Award for Best …
Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising. So asserts Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review, an article written by MASB members David W. …
The Journal of Advertising Research just published as a “digital first” a terrific paper titled, Effectiveness and efficiency of TV’s brand building power: A historical review – why the Persuasion Rating Point (PRP) is a more accurate metric than the …
