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| Author: | Danaher, P. J. |
| Title: | An approximate log-linear model for predicting magazine audiences. |
| Journal: | Journal of Marketing Research
1989 : NOV, VOL. 54:4, p. 473-492 |
| Index terms: | LINEAR MODELS PERIODICALS |
| Language: | eng |
| Abstract: | Most ad agencies use the exposure distribution (ED) for media planning and assessment of the campaign efficiency. Danaher's log-linear model for magazine ED /1988/ was expensive on computer time and stored array space. An approximation to this model is developed. This approximate log-linear model takes less than a quarter of the computation time, and eliminates the need for large array of stored elements. It is compared empirically with Danaher's former model. |
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