MARKET RESEARCH SERVICES FOR EVALUATING THE EFFECTIVENESS OF ADVERTISING CAMPAIGNS, SPECIFICALLY, ESTIMATION AND DETERMINATION OF THE POTENTIAL COVERAGE OF AN ADVERTISING CAMPAIGN AND PARTICULARLY THE NUMBER OF PEOPLE WHO SEE AN ADVERTISEMENT AT LEAST ONCE, AND ALSO ESTIMATION AND DETERMINATION OF THE FREQUENCY, DISTRIBUTION, I.E., THE NUMBER OF PEOPLE EXPOSED TO A PARTICULAR CAMPAIGN ONCE, TWICE, ETC