Television Optimizers: Did They Change the Way We Do Business?

Andrew Green

Journal of Advertising Research, 2005, vol. 45, issue 01, pages 27-33

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.

Date: 2005
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