Peter Masson Bucknull & Masson International Media & ResearchSue Elms Carat Group UK
When we evaluate different schedules in a single media currency (like the NRS or BARB in the UK) we use very simplistic measures of (relative) 'effect' when comparing one schedule with another. We compare gross contacts delivered, the different (net) people delivered and perhaps the net at three or more or five or more exposures. In ...
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