Synthesizing Data for Media Simulations


  • Hugh M. Cannon
  • Karthekayan Ramachandran
  • Edward A. Riordan


Media planning simulations offer enormous potential for increasing the efficiency of training professionals in the area of media planning. How-ever, the simulations themselves can be very complex, requiring large quantities of data. Even with the vastly improved capacity of electronic storage devices, the requirements can be over-whelming, both in terms of space and the physical requirements of locating and transferring data. This paper discusses practical procedures for synthesizing the large data sets required for a media simulation using data that are readily available to simulation developers. These procedures are illustrated through examples from television media.