Introduction advertising unit Structure

6.5.3 Publication : 
A special Publications Committee, comprising of senior media 
controllers and directors from advertising agencies, decides on the 
Publications to be included in the NRS. The Committee identifies 
and includes those publication covered by ABC depending on their 
circulation figures. They use their collective judgment to include 
publications not covered by the ABC. NRS III covered 322 
publications, whereas NRS IV included 288 publications. 
It is to be noted here that Operations Research Group (ORG) 
did conduct a similar study in 1989-90 called ORG-NRS, which 
covered 604 publications and interviewed readers in both urban 
and rural areas. 
6.5.4 Social-Economic Classification :
For the first time, NRS-IV 
provides the distribution of households by social class, according to 
the new Socio-Economic Classification (SEC) system that has been 
developed by the Market Research Society of India (MIRSI). This 
system, which is based on the occupation and education of the 
chief wage earner of the household, has been created so as to 
provide an alternative to household income which has so far been 
the basis of classifying households. 
The socio-economic classification as developed by MRSI 
consists of eight socio-economic classes labeled as A1, B2, C, D, 
E1 and E2, A1 denotes the upper most socio-economic class, and 
E2 stands for the lowest socio-economic class. 
Check your progress: 
1. 
Give the full forms of: 
a. NRS 
b. ABC 
c. TRPs 
d. IMRB 
e. ORG 
f. SEC 
g. MIRSI 

---

79 
2. 
Fill in the blanks 
a. The history of NRS in India dates back to ------------------. 
b. The TRP system was introduced in -----------------------. 
c. The ABC is incorporated in --------------. 
d. Media research is concerned with advertising reach, ------
------- and ------------------ of different media and 
combination of media. 
e. The second NRS has been conducted jointly by -------- 
and ------------ in 1978.