CSIR PERFORMANCE IN THE MEDIA SPACE
BY
MATILDA MENSAH
The Council for
Scientific and Industrial Research (CSIR) which is made up of thirteen
institutes say Water Research Institute, Crop Research Institute, Food Research
Institute and many more uses the Media Tracker method to monitor or know
how well it is functioning in the media
space. That is, through the preparation of its images and other information it
broadcast on media channels like the TV, print, Online and others, it is able
to know how well it is performing in the media space with the use of this
tracker.
CSIR does this, by
using one procedure in the media tracker called the Advertisers Value
Equivalent(AVE) and rate cards. In which,
this procedure helps CSIR in calculating the amount of money charged on a
product been advertised, and the rate cards helps in knowing the amount been
charged on a product advertised either on the air space or print.
The objective of this
tracking, is to enable CSIR to know how much it earns either quarterly or periodically in a year. So as to know if
it is having either a positive or negative impacts on the public with its
outlets broadcast, and the total number of people that reads their stories.
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