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

Marketing Accountability Standards Board
The Walt Disney Company
MSW Research

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

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10.2501/JAR-2020-011

Cite this

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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",

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AU - Crang, Douglas

AU - Stewart, David W.

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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

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