1. Research media audience measurement methods for electronic and print media and discuss how technology is changing the way media audiences are measured.
2. Are these audience measurement techniques adequate when accounting for return on promotional expenditures? Explain.

Businesses spend an estimated $290 billion vying for consumers’ attention to their advertising messages. And that’s just in the United States. Procter & Gamble alone spends $8.5 billion worldwide on advertising. Add spending on other promotional elements to that and the figure grows much higher. That’s a lot of money! Marketers need to be accountable for these expenditures, so audience measurement is crucial. Technological solutions abound to help marketers assess how many people might see, read, or hear their marketing messages. For example, Nielsen Media Research, the goliath of television audience measurement, uses written diary and People Meter technology. But new upstarts are now entering the ring with other measurement tools that reflect the changing landscape of television viewing—live viewing, time shift viewing, video-on-demand, online viewing, and mobile viewing. The rapid shift to digital advertising media leaves marketers with a dizzying array of measurement options but no industry standard, creating somewhat of a “wild west” phenomenon. Even once low-tech magazine audience measurement is getting a high-tech upgrade through radio frequency identification (RFID) tags embedded in individual magazines to measure each time they are opened or closed.