Estimating Newspaper Cumulative Audiences

This study presents a regression model which estimates the two-issue cumulative audience of a newspaper when the average-issue audience and population of the newspaper's market are known. The estimated two-issue cumulative audience can be used with average-issue audience to estimate the reach o...

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Veröffentlicht in:	Journal of advertising 1985-01, Vol.14 (2), p.57-61
Hauptverfasser:	Kurzbard, Gary, Soley, Lawrence C.
Format:	Artikel
Sprache:	eng
Schlagworte:	Adults Advertising Advertising research Audiences Beta Coefficients Cumulative Estimates Estimation methods Marketing Population Population estimates Readership Regression analysis Research Notes and Communications Retail stores Studies Variables
Online-Zugang:	Volltext
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