Media Models for the Industrial Goods Advertiser—A Do-it-yourself Opportunity

Abstract

Can low-cost media models be built for industrial advertisers? These advertisers typically have small media budgets and are faced with specialized audience groups about which little is known. What problems are encountered in building a low-cost media model? What results can be obtained through the use of such a model? The authors attempt to answer these and related questions through the use of a case history.