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.

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