The Role of Advertising Educators as Problem Solvers in the Field of Advertising |
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Authors: | Frazier Moore John Leckenby |
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Institution: | 1. University of Queensland, Australia;2. Middle Tennessee State University |
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Abstract: | Abstract Nationally syndicated product-media data services are very useful for analyzing the nature of target markets. They are not, however, generally considered useful for estimating television reach and frequency. This paper explains how selectivity indices derived from national product-media data can be combined with data from more specialized television-usage data services to yield an estimate of target market ratings. The paper describes a pilot study designed to test the plausibility of this approach. |
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