Media Selection Models: Directions for Future Research

Mote V L and Rangarajan Kalyani

IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: The work done in media selection both in India and abroad is reviewed. Two approaches that can be adopted immediately for media selection so as to maximise response are discussed and the results of empirical work using the data of a large advertiser are shown. The directions for future research in this field are discussed.

Date: 1981-01-01
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Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:wp00420

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