The GlobeScan Approach to Communications
(continued)

Output evaluation: media impact measurement and message penetration analysis

GlobeScan works with media evaluation specialists to assemble and analyse the data on media coverage (on- and off-line) and estimate message penetration. We determine what percentage of the target audience has been exposed to the message and how often, combining all the target media over the measurement period. This process requires access to media usage data (including web) for each target audience.

Favourable, extensive media coverage may be regarded as an end in itself, but it is also one of the means by which impact on other audiences is achieved. The analysis of message penetration forms a bridge between media measurement and audience impact evaluation. With GlobeScan you can cross the bridge safely.

<< Previous Next >>