Predicting Audience Exposure to Spot TV Advertising Schedules
Open Access
- 1 February 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (1) , 1-9
- https://doi.org/10.1177/002224377701400101
Abstract
A probabilistic model is developed that relates advertising schedule variables to the attendant audience exposure pattern. Results of a large-sample test of the model are presented, as well as an example of a practical application.Keywords
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