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Linking Media Coverage to Outcomes

Published By: VMS
VMS
Published:  Jul 16, 2009
Length:  15 pages

This paper analyzes case studies aimed to determine how changes in public discussion (unpaid media) correlate to changes in business outcomes. It focuses on analyzing tonality and message, and how they modify the effect of pure media coverage volume in correlations against outcomes.



Tagsvms, media coverage, public relations, business outcomes, product sales, prescription volumes, medical procedure codes, customer preference