TURF Analysis, an acronym for "Total Unduplicated Reach and Frequency", is a type of statistical analysis used for providing estimates of media or market potential and devising optimal ways how to use it given the limited resources.
TURF is a statistical model that can used to answer questions like :
1) Where should we place ads to reach the widest possible audience?
2) What kind of market-share will we gain if we add a new line to our model?
http://en.wikipedia.org/wiki/TURF_Analysis
http://www.questionpro.com/akira/showArticle.do?articleID=turf01
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