Hits and Flops in Media Selection

Abstract

The media selection problem is characterised by a classical economic structure: a limited resource, the advertising budget, is to be allocated to alternate uses, the media, so that a given objective function, e.g. reach, gross‐rating‐points, etc. is maximised.

Citation

Simon, H. and Thiel, M. (1980), "Hits and Flops in Media Selection", Management Research News, Vol. 3 No. 2, pp. 2-4. https://doi.org/10.1108/eb027754