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

Abstract

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.

Citation

Kim, Y., Kim, J., Park, J. and Choi, Y. (1999), "Evaluating media exposure: an application of advertising methods to publicity measurement", Corporate Communications: An International Journal, Vol. 4 No. 2, pp. 98-105. https://doi.org/10.1108/13563289910268142