A Practical Procedure for Media Selection
Open Access
- 1 August 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (3) , 262-269
- https://doi.org/10.1177/002224376700400304
Abstract
The principle of incremental analysis as applied to media selection problems is examined by illustrating some magazine-selection problems. Although these examples are simple, the method can be extended to handle more complex problems. Incremental analysis can be applied to both print and broadcast media campaigns, but it is most suitable for scheduling print advertising.Keywords
This publication has 5 references indexed in Scilit:
- An Exploration of Linear Programming in Media SelectionJournal of Marketing Research, 1966
- Media Selection by Linear ProgrammingJournal of Marketing Research, 1965
- Decision Rules for Media Scheduling: Static CampaignsJournal of the Operational Research Society, 1962
- Some Optimization Problems in Advertising Media PlanningJournal of the Operational Research Society, 1960
- The Use of Incremental Analysis in the Selection of Advertising MediaJournal of Business of the University of Chicago, 1946