The way in which Media Exposure is measured (e.g., exposure, recall or recognition)
The way in which the answers of the respondents were administrated, for example self-report, other-report or registration.
The medium or media towards which exposure was measured. This can be more than one medium.
The research area in which the measurement has taken place. For instance, political, entertainment, advertising, health, sex or general. A research can belong to more than one research area.
Measures consumers’ willingness to expose themselves to advertising in both traditional and new advertising formats. The first two items focus on the expected value of future advertising and the third on volitional intent.
Measures consumers’ cumulative perceptions of the global value of a brand’s past advertising.
Measures the frequency consumers use media in the multi-media environment.
