search query: @indexterm Media research / total: 210
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| Author: | Wymeersch, D. |
| Title: | Selectivity revisited : the meritivity index. (!Selectivity index) |
| Journal: | European Research
1988 : NOV, VOL. 16:4, p. 237-243 |
| Index terms: | MEDIA RESEARCH PERIODICALS |
| Language: | eng |
| Abstract: | The classical selectivity index is used in media planning to measure a title's effectiveness in reaching a target audience. Some weaknesses of this method are pointed out. The index cannot show the differences between small and large target groups, and between small and large titles. An alternative method named "the merity index" is recommended. |
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