Introduction advertising unit Structure

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6.3.1 Functions : 
 
The ABC performs the following important functions: 
1. The ABC has its own field force that collect circulation figures of 
its member published by contacting newspaper and magazines 
distributors. 
2. It disseminates the information relating to the circulation figures 
of various periodicals and publication member of advertisers and 
agencies. 
3. It conducts its own tests and readership surveys to assess the 
reading habits of particular publication. 
4. The ABC also assesses the impact of various available media on 
different segment of the society. Thus, an advertiser can obtain 
reliable comparative picture of effectiveness of different media. 
5. The certified figures published by ABC are taken as the true 
Index of the circulation and popularity of the newspaper / magazine. 
6. The ABC collects its data from the vendors of the periodicals and 
publications by using standard techniques of mail interviews or 
personal interviews. 
The ABC plays an important role in providing reliable and 
authentic data relating to the circulation of newspapers and 
magazines. This information becomes the basis of buying space, in 
different newspapers and magazines. 
The membership of ABC is purely voluntary and any publisher 
willing to follow the rules and procedures of ABC regarding his 
circulation data can join its membership. 
6.4. Television Rating Points (TRPS)
 
The TRP system was introduced in July 1986 to provide quick 
feedback on the viewership of different television programmes. 
TRP is conduced by Indian Market Research Bureau (IMRB). It 
is conducted in 9 major cities of India - Mumbai, Kolkata, Delhi, 
Chennai, Hyderabad, Bangalore, Kanpur, Ahmadabad and 
Trivandrum. The TRP system involves collection of viewership data 
in respect of TV programmes on a weekly basis from a panel of 
sizeable number of respondents. The member of the panel record 

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their viewership of different TV programmes daily in a special diary 
provided to them. The filled diaries are collected every week from 
the panel members and the data is analysed.