TITLE

Pumping up the volume

AUTHOR(S)
Gray, Verne
PUB. DATE
May 2000
SOURCE
Brandweek;05/29/2000, Vol. 41 Issue 22, pU40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
3207046

 

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