Measuring exposure to advertisements

Abstract

In order to avoid weaknesses felt to exist in previous methods of measuring exposure to advertisements, Moran conducted a study based on certain assumptions and using a mathematical equation developed to provide the proportion of a sample which has been exposed to an advertisement. Results are presented to show how this new method compares with another one, derived from a proposal by Lucas. Heller raises a number of criticisms, the chief one concerning what he sees as an inconsistency in the method proposed. In the "reply," Moran defends his original position, and presents an example to show why the inconsistency which Heller referred to does not, in practice, exist. (PsycInfo Database Record (c) 2025 APA, all rights reserved)