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| Tekijä: | McKenna, W. J. |
| Otsikko: | ScanAmerica buyergraphic ratings : a high potential decision support system for the television industry. |
| Lehti: | European Research
1987 : VOL. 15:1, p. 28-33 |
| Asiasana: | ADVERTISING RESEARCH TELEVISION ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | Efficient and effective communication with today's consumer is becoming increasingly difficult and costly, owing to the audience fragmentation, caused by the changes in TV environment.In Denver ScanAmerica's BuyerGraphics, a decision support system for the TV industry has been successfully installed. Via single- source measurement a television viewing/product purchase data base is formed.It can be used in two main fields: program audience allocation and competitive TV media strategy. |
SCIMA