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How People Sense Media : The Use and Limitations of Eyeballs and Ears
By Erwin Ephron

There is an open battle for the eyes and ears of consumers... and a silent battle for their hearts and minds.

The following ray of sunlight is from an interview with a copy testing company (name delicately withheld). "There is an open battle for the eyes and ears of consumers... and a silent battle for their hearts and minds."

I think they got it right the first time. Checking eyes and ears can make our media dollars smarter. Hearts and minds I leave to Beth Israel.

Clark Gable had big ears when small ones would have done. He learned his movie roles by listening while he slept. The often overlooked point is the eyes can close, but the ears cannot. Which brings us to our subject: the different media senses and how well we measure them.

The Media Senses

Media exposure is defined by our senses, not by research. The key media senses are seeing (TV, Print, Internet, Out-of-home) and hearing (Radio, TV, Internet).

Print also has an under-rated touch dimension which lets us skim pages.

When the ARF was a frisky five years younger it constructed a model for measuring media. The TV measures are 1) program audience or eyes-on vehicle exposure, 2) commercial audience or eyes-on advertising exposure, and 3) attentive audience or eyes-on advertising attentiveness.

In TV the basic requirement for each stage is eyes-on, or seeing. In radio it is ears-open, or hearing, which brings us to the subject of this essay

Erwin Ephron is an authority on advertising and the father of "recency planning." His fresh ideas about how ads work today have changed the way campaigns are planned throughout the world. Erwin

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