Are Audiences Active?

Paper Summary:

This paper provides a brief overview of some audience ratings systems and the integral part an audience plays in the creative process for entertainers and the marketing techniques of advertisers.

Introduction
Overview of Audience Ratings Systems
Other Types of Audience Research
It Takes Two to Tango in the Theater
Conclusion
Bibliography

From the Paper:

"Advertisers and marketing specialists are constantly seeking the Holy Grail of Sales: what will compel the average consumer to purchase a particular product or service, or to watch a television show or attend a movie. The question of what motivates a consumer to buy challenges the imagination and ingenuity of every type of industry which has an audience and presses research specialists forward into new fields of investigation. "Motivational research, for example, attempts to probe the unconscious impulses that motivate buying decisions; advertising agencies then utilize these findings to influence the consumer and to attempt to break down sales resistance.""

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