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The Measurement of Advertising
Author(s) -
Benjamin B.
Publication year - 1966
Publication title -
journal of the royal statistical society: series c (applied statistics)
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.205
H-Index - 72
eISSN - 1467-9876
pISSN - 0035-9254
DOI - 10.2307/2985664
Subject(s) - advertising , computer science , business
The two basic problems in the determination of an advertising budget are reviewed; (1) media scheduling, (2) forecasting response. Such work as has been published on these problems is reviewed and in particular the author gives an account of his own model‐building in attempts to illuminate the more difficult field of response forecasting.