Assessing Media Effectiveness via Network Flowgraphs

The network concept. as applied to the assessment of media effectiveness. provides a rigorous mathematical tool for relating pertinent variables to a goodness criteria. without sacrificing a desired simplicity in the model. Judgmental weighting to input parameters are presented to the model in the form of proportions of an audience that possess. or will possess, attributes consistent with an ideal target audience. These proportions are then associated by means of a network model resulting in an index in the form of a proportion of an input audience, for each media being considered. The selection of a media can then be considered as a determination of the media reaching the largest, ideal target audience, for a fixed dollar budget.