search query: @indexterm Readership surveys / total: 56
reference: 20 / 56
| Author: | Baron, R. |
| Title: | Using the Profile-Distance Method to Select Unmeasured Magazine Prototypes |
| Journal: | Journal of Advertising Research
1990 : DEC/1991 JAN, VOL.30, p.11-18 |
| Index terms: | MARKET SEGMENTATION PUBLISHING INDUSTRY READERSHIP SURVEYS |
| Language: | eng |
| Abstract: | The profile-distance method has been explored as a technique of media selection, but it hasn't been applied to the task of identifying magazine prototypes. This method allows media planners for the first time, to make an informed judgement of which magazine or group of magazines is the best prototype of an unmeasured publication. |
SCIMA