By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Additional resources for Advertising Media Sourcebook, 4th edition
Format Notes The NSI report has a complex format intended to provide current and past history for the programs or stations listed. To assist your interpretation of the data, some of the most important elements are explained. " As noted above, the DMA is an area determined by television boundaries. It is a predetermined list of counties assigned to a home TV market. The assignment by Nielsen is based on combined popularity of a home market's commercial stations. Each county showing a preponderance of viewing is assigned to one home market or another.
Page 27 Page 28 Source 9 SMRB Demographic Status of Adult Magazine Readers Research Company Simmons Market Research Bureau, Inc. (SMRB) Description This is part of an annual report by SMRB (1991 example) using data and information compiled from personal interviews with over 23,000 adults. Each magazine's readership is determined from a face-to-face interview using a "recent reading" methodology that is recall based. The initial interview is followed in 6 to 8 weeks by another to expand readership habits and frequencies.
Most of the costing variables shift: programs change, viewer interest changes, and advertising demand changes. All these contribute to the need for seasonal price changes. What an advertiser allocates for a February schedule will not buy the same in December. Page 33 Illustration There are at least two ways that this estimator can be used. Working to dollars means deciding how many GRP are needed and finding the cost. If an advertiser wanted 100 "prime" rating points during the second calendar quarter it would cost between $1,120,000 and $1,410,000 (100 × $11,200 and 100 × $14,100).
Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban