search query: @author Poltrack, D. F. / total: 5
reference: 3 / 5
| Author: | Assael, H. Poltrack, D. F. |
| Title: | Relating products to TV program clusters |
| Journal: | Journal of Advertising Research
1999 : APR, VOL. 39:2, p. 41-52 |
| Index terms: | MEDIA RESEARCH TELEVISION INDUSTRY PRODUCTS |
| Language: | eng |
| Abstract: | This paper examines the selection of a TV program mix related to product ownership. Programs can be viewed in groups for purposes of media planning. Such groupings should be formed by direct association with product ownership or usage. |
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