Abstract
The need to measure real value in the form of net revenue produced per cost incurred in print media research is emphasized. The results of a large scale pilot research project support the usefulness of such measures. The performances of eight magazines in generating real value in a tourism promotion program are compared. Survey data from 1,961 inquirers from an advertisement placed in the eight magazines indicated substantial differences in the performances of the magazines.
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Motes, W.H., Woodside, A.G. Bottom line research for advertising media decisions. JAMS 12, 113–122 (1984). https://doi.org/10.1007/BF02739323
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DOI: https://doi.org/10.1007/BF02739323