search query: @author Rice, M. D. / total: 4
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| Author: | Rice, M. D. |
| Title: | Estimating the reach and frequency of mixed media advertising schedules. |
| Journal: | Journal of the Market Research Society
1988 : OCT, VOL. 30:4, p. 439-451 |
| Index terms: | ADVERTISING MEDIA MODELS ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | A mixed media advertising model is described. It is based on the beta binomial distribution. The model presents a new way of estimating the parameters of the distribution for mixed schedules. Literate about distribution models is reviewed. The new model is tested, and it is found to produce accurate estimates of the reach and frequency distribution of prototypical advertising schedules. The estimates are compared with that of the beta binomial indirect estimation. The accuracy of both models is tested on 444 advertising schedules. The new model can be easily programmed on a personal computer for use in many media planning situations. |
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