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| Author: | Brusco, M.J. Singh, R. |
| Title: | Assigning television commercial videotapes to time slots under alternative message spacing policies |
| Journal: | International Journal of Advertising
2010 : AUG, VOL. 29:3, p. 431-450 |
| Index terms: | advertising television advertising consumer behaviour broadcasting industry scheduling |
| Language: | eng |
| Abstract: | Many studies in the psychological and marketing literature have focused on the effects of message spacing on consumer memory and judgement. Also in the broadcast television industry, the importance of message spacing has been exemplified by a crucial scheduling problem. Existing models for this problem are restricted to the case of equal spacing of successive airings in terms of slot position. In the light that equal spacing of messages may not be the best course of action in all situations, this study provides an alternative model that enables greater flexibility with respect to the spacing of commercial messages. It allows, for example, spacing options that allow for pulsing strategies associated with well-separated bursts of commercial airings, as well as the consideration of spacing decisions when commercials have different durations. |
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