Advertising and Public Relations · M2 · formulas

Index of product users

Media formulas and definitions

M2 and TEE · media measures

Faculty-note concept. No direct user-index calculation question was found among the 14 recovered APR papers. Understand the measure for media planning; the linked standalone drills are optional practice.

Formula

\text{User index}=\frac{\%\text{ of users in segment}}{\%\text{ of population in segment}}\times100LaTeX: \text{User index}=\frac{\%\text{ of users in segment}}{\%\text{ of population in segment}}\times100

Compare the segment’s share of product users with its share of the population. This is an index of representation, not the percentage of segment members who use the product.

Complete worked solutions