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

Downloads: (external link)
http://journals.cambridge.org/abstract_S0021849905050051 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:cup:jadres:v:45:y:2005:i:01:p:27-33_05

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().