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| Author: | Green, A. |
| Title: | Television optimizers: Did they change the way we do business? |
| Journal: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 27-33 |
| Index terms: | advertising agencies television advertising optimization |
| Language: | eng |
| Abstract: | This article deals with the Procter and Gamble's 1997 Agency of Record pitch encouraging advertising agencies to develop new tools for television audience analysis and for advertising scheduling. There is, however, limited evidence of the new tools holding in the market. |
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