Advertising exposure and effectiveness in the print media are tested by Nielsen Television Services and Arbitron and in the audio‐visual media by Starch scores.

Question

Quizplus · Accepted Answer

The statement is partially false. Nielsen television services and Arbitron are primarily used for measuring television and radio audiences respectively, but they also have services for analyzing print media effectiveness. Starch scores, on the other hand, are used specifically for measuring print media advertising effectiveness.

Advertising Exposure and Effectiveness in the Print Media Are Tested