RI2014335 ART. THE MEDIA, ADVERTISING AND AUDIENCE MEASUREMENT
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Article: The media, advertising and audience measurement
By Philippe TASSI
Assistant managing director, Médiamétrie
Abstract
The media and advertising have been closely intertwined for a long time now, regardless of the forms of ads, which depend on the physical medium adopted. Thus has arisen a mixed business model worthy of interest. Seen through the prism of audience measurement, advertising is a type of content with its own characteristics. Processing the results of audience surveys in advertising usually implies an approach different from the one used for “classical” contents. Furthermore, quantifying the exposure to advertising varies as a function of the medium, depending on the type of audience measurement, the indicators of performance or the conventions inherent in the system of observation.
9782747223379
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The introduction of international practices in Vietnam's management seems to stumble on some cultural behavior. Rather than examine a hypothetical change in values, it is to understand the idea that actors have of the place of the individual and his relation to others in the Vietnamese context. From a comparison line by line of a code of business ethics and its Vietnamese translation, we will highlight in this article two very different conceptions of the relationship to the world and good governance. It is from this understanding of the differences between these two cultural worlds that companies could adapt their management practices to local conditions.
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