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Television Optimizers: Did They Change the Way We Do Business?
, 2005, vol. 45, issue 01, pages 27-33
Journal of Advertising Research Abstract:
Procter Gamble s 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. However, there is only limited evidence that the new tools took hold in the market.
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Persistent link: http://EconPapers.repec.org/RePEc:cup:jadres:v:45:y:2005:i:01:p:27-33_05
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