MEDIAC: an on-line media planning system
Pages 425 - 430
Abstract
The problem of media planning in advertising is a natural one for the application of mathematical models and computers. A great deal of data are available on who reads (or sees or hears) what. There are considerable data on what kinds of people are prospects for which types of product. There are many different media options available. Many judgments must be made. It would seem that there should be some organized way of combining judgments and data into a model, setting an objective, and then optimizing it to produce a good media plan.
Reference
[1]
J D C Little L M Lodish A media selection calculus Sloan School of Management Working Paper 304--68 January 1968 To appear in Operations Research
- MEDIAC: an on-line media planning system
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Information & Contributors
Information
Published In
December 1968
931 pages
ISBN:9781450378994
DOI:10.1145/1476589
Copyright © 1968 ACM.
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]
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- AFIPS: American Federation of Information Processing Societies
Publisher
Association for Computing Machinery
New York, NY, United States
Publication History
Published: 09 December 1968
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Qualifiers
- Research-article
Conference
AFIPS '68 (Fall, part I)
Sponsor:
- AFIPS
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