search query: @author Broadbent, S. / total: 7
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| Author: | Broadbent, S. Spittler, J. Z. Lynch, K. |
| Title: | Building better TV schedules: New light from the single source |
| Journal: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 27-31 |
| Index terms: | TELEVISION ADVERTISING SCHEDULING BRAND CHOICE DATA COLLECTION |
| Language: | eng |
| Abstract: | The richness of the information in single source has seldom been trapped. Weight of category purchase, category seasonality, weight of category viewing, brand loyalty, purchase/viewing bias, competitors' advertising, rates of advertising decay and the shape of the response function are routinely analyzed. The application of response functions and effective frequencies seems to be only part of scheduling decisions for media campaigns. This article's planning and scheduling process takes into account other factors suggested to be critical: decay, andthe values and costs of different weeks in the marketplace. |
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