Tag: PRP
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MSW Published in The Journal of Advertising Research
The Journal of Advertising Research just published a terrific paper that MSW was proud to participate in, titled… Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart DOI: 10.2501/JAR-2020-011 Published 1 June 2020 ABSTRACT This article examines the effectiveness…