Bought the Media Planning Guide Malaysia, 2009 yesterday (by the way, the typo errors are HORRENDOUS).
What I thought was rather interesting is, for every medium, the consumption spike comes from the RM2001-3000 HHI category. And the spike is usually a fairly visible difference compared to other income brackets.
Now, although the average household income in this country is approximately RM3,000 (which classifies anyone who belongs to that category as mid-income level), and Malaysia being the King of the Middle Way, it is understandable that those who fall under the RM2001-3000 category could be considered as the 'bulk' of the population. Hence, the spike. But is that true?
What is your hypothesis? What is your point of view?
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