Measuring Your Media Profile

Measuring Your Media Profile

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Dermot McKeone's book shows how, with the aid of today's powerful technology, the impact an organization makes in the media can be monitored and evaluated - against the competition if necessary. Using examples and case studies of high profile companies, he describes the various methods available for analysing media coverage (both printed and broadcast) and discusses the costs and benefits involved. He explains how to identify target audiences and choose appropriate messages, demonstrating how media coverage translates into corporate image in the marketplace. Analysing and evaluating media coverage, argues Mr McKeone, should be part of a systematic corporate communications programme, and it is this strategic perspective that makes his book so valuable.And analysing media coverage of Volvo cars to see if the good coverage outweighs the bad wona#39;t tell us if the aquot;Youa#39;re safer in a Volvo! ... COMPETITORS AND MESSAGES There is every reason therefore to track a branda#39;s media profile against a template of characteristics and virtues which together are the ... o 1 I a€co S a 8 in and-go 111 ANALYSING COVERAGE OF PRODUCTS, SERVICES AND BRANDS.

Title:Measuring Your Media Profile
Author: Dermot H. McKeone
Publisher:Gower Publishing, Ltd. - 1995-01-01

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