Local Media Analysis Through Marketing Considerations.

Advertisers are constantly confronted with the problem of budget distribution. Although much progress has been made in the measurement of both marketing data and advertising weight, little has been accomplished in terms of correlating the two so as to arrive at a sound basis for budgeting decisions. This article offers a practical approach for the budget planner who wishes to allocate monies to markets on the basis of the markets' estimated productivity. [ABSTRACT FROM AUTHOR]