The Validity of Impressions as a Media Dose Metric in a Tobacco Public Education Campaign Evaluation: Observational Study

• Main Authors: Kevin Davis (Author), Laurel Curry (Author), Brian Bradfield (Author), David A Stupplebeen (Author), Rebecca J Williams (Author), Sandra Soria (Author), Julie Lautsch (Author)
• Format: Book
• Published: JMIR Publications, 2024-11-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

BackgroundEvaluation research increasingly needs alternatives to target or gross rating points to comprehensively measure total exposure to modern multichannel public education campaigns that use multiple channels, including TV, radio, digital video, and paid social media, among others. Ratings data...