Media Monitoring and Analysis

The media prominence index of a company mentioned in an article clipping is calculated based on several factors:

• Mention score (m = score, M = max possible score)
• Visual score (v = score, V = max possible score)
• Editorial Tone score (T = score)

The forumla is as follows: P = ((m + v)/(M+V)) * T

This in turn can be used to adjust the Advertising Value Equivalent to find the RAVE value:

RAVE = P * AVE

Scores

Scores are awarded based on the company/brnads mentioned in the article clipping.

Mentions

Mention types are as follows:

• Headline (score = 3)
• 1st Paragraph (score = 2)
• Marginal (score = 1)

Visuals

Visuals are pictures, diagrams, logos, etc. that correspond to a particular company. Here is some heuristic to help with deciding when to apply a visual score:

1. If no direct link is apparent between visual and company/brnad mentioned:
   • If only one company is mentioned, award visual score
   • If multiple companies are mentioned, award mention to company with higher mention score
   • If multiple companies are mentioned and no company has a higher mention score, award to all companies
2. If visual has direct link to company/brand mentioned but is not in keyword:
   • Do not award visual to non-relevant companies (to visual)
   • Note Company down to have added and inform Operations Manager of new company

Visual types are follows:

• Color (score = 2)
• 1st Paragraph (score = 1)
• None (score = 0)

Tonality

Editorial tones are very subjective. Editorial tone types are as follows:

• Favorable (score = 2)
• Neutral (score = 1)
• Unfavorable (score = -2)