Is it really the responsibility of media research to produce communication measures?

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Media research under threat because users (agencies) say that it does not measure the full communications value of a campaign.

Is it really the responsibility of media research to produce communication measures?

Ingemar LindbergMontilo Media AB

Introduction

Big multinational agencies now call themselves 'communication agencies' and the old EAAA is now EACA (European Association...