Practical Media Decisions and the Computer

Abstract

Of the variety of new computer applications, the most important is the development of decision models for media selection.

This article discusses the development of decision models in general, the development of a practical media decision model which grew out of disillusionment with linear programing, the ways that this model's requirements for new data are being met, and the implications of the model for the future of the advertising business.

After reading this article, read the succeeding one, “How Practical Is the Media Model?” by Joseph St. Georges (pp. 31–33).