Pumping up the volume

Gray, Verne
May 2000
Brandweek;05/29/2000, Vol. 41 Issue 22, pU40
Trade Publication
Examines the effectiveness of Spectra Marketing's volume rating points (vrps), which are designed to show how much product the viewers of specific television programs actually consumed, for advertisers. Problems facing Spectra and its vrps; View of a veteran agency executive on ratings; Computer software executives who created vrps; Usual basis of media evaluation.


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