Affiliation:
1. Arthur D. Little, Inc.
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.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
6 articles.
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