Publisher's Synopsis
This volume reveals how television ratings are derived, how researchers estimate the size of radio audiences, the readership for newspapers and magazines, and the number of people who go to the cinema or pass an outdoor poster. The contributors, experts in their respective media fields, set out to avoid technical jargon and to discuss their areas with an incisive comparative approach, using examples taken from across Europe. This study is designed for students of marketing and media, and company advertising managers.
