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1. Members of the advertising community often claim that people meters are flawed. What are some of the reasons why people meters may not yield precise information about the number of households tuned into a specific television program or provide accurate demographic information of the people who actually do view a particular program? 2. Locate a recent SMRB or MRI publication in your library, and select a product used by large numbers of consumers (soft drinks, cereal, candy bars, etc.). Pick out the index numbers for the 18–24, 25–34, 35–44, 45–54, 55–64, and 65 and older age categories. Show how the index numbers were calculated. Also, identify some magazines that would be especially suitable for advertising to the heavy users of your selected product category.


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