Measuring the Cumulative Net Coverage of Any Combination of Media
Open Access
- 1 August 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (3) , 269-278
- https://doi.org/10.1177/002224376600300307
Abstract
Despite computers and simulation methods, “naive” media calculation methods which give immediate information still have a place. The proposed method measures, with great accuracy, the total number of readers, viewers, or listeners of a combination of media and issues. It can be used on a total population figure or on any desired category of readers, on absolute or percentage figures. It requires just paper and pencil, or, for more speed, a desk calculator.Keywords
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