The Marketing Implications of Electronic Multi-Media Measurement

Henry Laura

With new fragmented and electronic media, a new generation of media measurement services is needed. This will focus on consumer interactions with all electronic media, and will involve devices attached to consumers.

The Marketing Implications of Electronic Multi-Media Measurement

New tools to increase confidence in your advertising investments

Henry Laura, The Arbitron Company.

‘All I want out of life is a 20 rating and a 30 share.’ Faye Dunaway uttered this memorable line when she played the role of a single-minded programming executive in the 1976 movie Network. If Hollywood were to remake Network with a 90’s sensibility, the modern monomaniac could only dream of an 8 rating and a 15 share.

The era of the mass audience is long gone. Americans, as well as consumers the world over, are...

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