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Question
An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehiclein this case, the city newspaper at least one time during the campaign period. The client has just been given a measure based on:a. reach.
b. frequency.
c. class.
d. scope.
Answer
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d. Heavy users have little knowledge of the brand and negligible social influence.
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.