The Measurement of Advertising

B. Benjamin

Journal of the Royal Statistical Society Series C, 1966, vol. 15, issue 2, 65-73

Abstract: The two basic problems in the determination of an advertising budget are reviewed; (1) media scheduling, (2) forecasting response. Such work as has been published on these problems is reviewed and in particular the author gives an account of his own model‐building in attempts to illuminate the more difficult field of response forecasting.

Date: 1966
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