ABSTRACT
The above are all measures of relative efficiency and not effectiveness. BARB information will
be used to confirm TV viewing figures which will assist in determining whether TVRs were
realistic. Other media research, such as ABC audits provide circulation figures of newspapers
and magazines. Of course, the primary measures need to be aimed at determining whether the
various communications were successful in achieving overall effectiveness. This would involve
looking at the effectiveness of the communications tools used as well as the media that were
employed.
