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Media strategies aimed at penetrating the heavy half are frequently based on matching socioeconomic and demographic profiles of the media under consideration to those believed representative of the target group. This assumes that socioeconomic and demographic variables are correlated with product consumption. The authors evaluate the validity of this assumption by analyzing the relationship between socioeconomic-demographic variables and consumption for each of 57 grocery products.
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Frank et al. (1967) studied this question.
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