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- Title
How Practical Is the Media Model?
- Authors
Georges, Joseph St.
- Abstract
This article is a fitting conclusion to the preceding one, "Practical Media Decisions and the Computer," by William T. Moran. Mr. St. Georges deals with the stages by which media decision makers will realize the potential of the computerized media decision model. He raises serious questions about the requirements and potential sources of necessary data, but shows why the model eventually will enhance rather than inhibit media judgment and creativity.
- Subjects
DECISION making; MEDIA buying services; ADVERTISING media planning; COMPUTER simulation; EFFECTIVE frequency of advertising; CONSUMER attitudes; INFORMATION resources management; LINEAR statistical models; MARKETING; MANAGEMENT; TECHNOLOGICAL innovations &; economics; TECHNOLOGY assessment; COMPUTER network resources
- Publication
Journal of Marketing, 1963, Vol 27, Issue 3, p31
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249431