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Added by Jopie, at 01 January 2020
Description
Advertisers need to know to what extent any advertising medium is an effective sales promoter. Consequently, they must have knowledge of two factors (1) cost of the advertisement and (2) the results (effects) which they expect from the advertisement. Any calculation of results must necessarily be based on the scope of audience, which the advertiser is addressing. In the case of a newspaper or a periodical (magazine) this is directly related to number of copies, which are in circulation. ABC data is by far the most accurate information on circulation of important publications, which is available. It also shows the changes in the circulation trends and its coverage of circulation. This is why an independent audit bureau is a requisite for a credible advertising industry, as well as very important instrument of the standard press market.
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