Affiliation:
1. Graduate School of Business, University of Pittsburgh.
Abstract
The Ad-Me-Sim model describes a decision system for selecting the appropriate media vehicles for a given advertising message. Five sets of weekly and cumulative outputs are used as criteria for determining which vehicles are most appropriate. The model also contains a heuristic subroutine that suggests appropriate media schedules when given the advertising goals of the user.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
12 articles.
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