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; David W. Stewart

doi:10.2501/JAR-2020-011

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, David W. Stewart

Marketing and Business Law

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	361-369
Number of pages	9
Journal	Journal of Advertising Research
Volume	60
Issue number	4
DOIs	https://doi.org/10.2501/JAR-2020-011
State	Published - Dec 1 2020

ASJC Scopus Subject Areas

Communication
Marketing

Access to Document

10.2501/JAR-2020-011

Cite this

@article{46665977047e4f198cce57e6334a8f7f,

title = "Effectiveness and efficiency of tv{\textquoteright}s brand-building power: A historical review: Why the persuasion rating point (prp) is a more accurate metric than the grp",

author = "Frank Findley and Kelly Johnson and Douglas Crang and Stewart, {David W.}",

year = "2020",

month = dec,

day = "1",

doi = "10.2501/JAR-2020-011",

language = "English",

volume = "60",

pages = "361--369",

journal = "Journal of Advertising Research",

issn = "0021-8499",

number = "4",

}

TY - JOUR

T1 - Effectiveness and efficiency of tv’s brand-building power: A historical review

T2 - Why the persuasion rating point (prp) is a more accurate metric than the grp

AU - Findley, Frank

AU - Johnson, Kelly

AU - Crang, Douglas

AU - Stewart, David W.

PY - 2020/12/1

Y1 - 2020/12/1

UR - http://www.scopus.com/inward/record.url?scp=85108852430&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85108852430&partnerID=8YFLogxK

U2 - 10.2501/JAR-2020-011

DO - 10.2501/JAR-2020-011

M3 - Article

AN - SCOPUS:85108852430

SN - 0021-8499

VL - 60

SP - 361

EP - 369

JO - Journal of Advertising Research

JF - Journal of Advertising Research

IS - 4

ER -

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

ASJC Scopus Subject Areas

Access to Document

Other files and links

Cite this