Modeling Advertising Effectiveness
Resumen
While the media planning literature boasts a long tradition of media simulations, the discussions rarely include practical information regarding the establishment of parameters for the models. This paper discusses the development of media effectiveness evaluations in the context of marketing, advertising, and media simulation games. It outlines a practical set of steps for developing media effectiveness measures, including guidelines for establishing the key parameters.Descargas
Publicado
1996-03-06
Número
Sección
Articles