Defining Media Brand Equity and its Value for Measuring Advertising Effectiveness

Argues that media will increasingly be judged by advertisers according to how well they help to build brand equity relationships with customers.

Defining Media Brand Equity and Its Value For Measuring Advertising Effectiveness

How consumers and marketers will navigate the myriad of choices in the new media economy

Jack Myers, The Myers Group

In 1992, advertising’s share of the marketing communications...