wastage
Definition:
The portion of a readership or audience which is of no practical use to the advertiser because it consists of people other than the TARGET MARKET. Wastage depends on the characteristics of both product and MEDIA VEHICLE, but is almost always high in the case of TV and the mass-readership newspapers.
Cross-References:
[target market]
[media vehicle]
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].