volumetrics
Definition:
An esoteric MEDIA PLANNER'S term describing a system of INTERMEDIA COMPARISON in which MEDIA WEIGHTS derived from surveys of consumption patterns among subgroups of a target audience are applied to data linking product use and media use, such as the TARGET GROUP INDEX figures.
Cross-References:
[Target Group Index]
[media planner]
[intermedia comparison]
[media weights]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].