1. Media Research Methods Variety of resource materials are available to advertisers for determining potential audience sizes for specific media vehicles e.g., Competitive Media Report’s Ad $ Summary 1

2. Magazine Audience Measurement Simmons Market Research Bureau (SMRB) Mediamark Research, Inc. (MRI) Specialized in measuring magazine readership and determining audience size Provide with product/brand usage and demographic information Use different measurement techniques 2

3. Simmons Market Research Bureau and Mediamark Audience size and composition for over 200 publications Broadcast exposure and usage of over 800 consumer products and services How many female homemakers who buy sunscreen read Golf Digest? 3

4. Simmons Market Research Bureau Number of adults Number of users Percent of users in categories (i.e. female) Percent of category using product (i.e. % of all females using) Index number All by heavy, medium, and light user 4

5. Index Numbers - Using SMRB and/or Mediamark % of users in segment Index = ----------------------------------------- % of population in segment Adapted from Belch & Belch 5 5

6. Magazine Audience Measurement Media-Selection Size of potential audience Attractiveness of vehicle coverage Cost comparison with other vehicles Appropriateness for advertised brand 6 6

7. TV Audience Measurement 7