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
Frank Findley, Kelly Johnson, Douglas Crang, and David W. Stewart
This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s.
Findley, Johnson, Crang, and Stewart
- Television still has the power to move markets and remains an extraordinarily
efficient medium for reaching large audiences at a time when other media are
increasing in cost even as they reach...