Can we measure encoded exposure? Validation evidence from a national campaign
Can we measure encoded exposure? Validation evidence from a national campaign
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DOI：
10.1080/10810730290001800
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发表时间：
2002-10-01
影响因子：
4.4
通讯作者：
Maklan, DM
中科院分区：
文献类型：
--
作者：
Southwell, BG;Barmada, CH;Maklan, DM
曝光率经常被引用作为竞选成功或失败的解释。然而，缺乏典型暴露措施的验证证据表明，这一想法有可能被误导或概念化不完整。如果人们是否以基本的、初步的方式参与活动内容是我们谈论曝光时的重要因素，那么基于认知的任务应该提供一个有用的曝光度量，或者我们可以称之为编码曝光，我们可以验证。来自两个独立来源的数据，全国父母和青年调查（NSPY）和全国禁毒运动的购买数据，提供了这种验证。青少年和他们的父母更有可能认识到真正的竞选广告，而不是声称认识虚假广告。此外，总评分点（GRP）的竞选广告与平均编码曝光的广告在青年（r = 0.82）和他们的父母（r = 0.53）显着相关。
Exposure is often cited as an explanation for campaign success or failure. A lack of validation evidence for typical exposure measures, however, suggests the possibility of either misdirected measurement or incomplete conceptualization of the idea. If whether people engage campaign content in a basic, rudimentary manner is what matters when we talk about exposure, a recognition-based task should provide a useful measure of exposure, or what we might call encoded exposure, that we can validate. Data from two independent sources, the National Survey of Parents and Youth (NSPY) and purchase data from a national antidrug campaign, offer such validation. Both Youth and their parents were much more likely to recognize actual campaign advertisements than to claim recognition of bogus advertisements. Also, gross rating points (GRPs) for a campaign advertisement correlated strikingly with average encoded exposure for an advertisement among both youth (r = 0.82) and their parents (r = 0.53).