A probabilistic model is developed that relates advertising schedule variables to the attendant audience exposure pattern. Results of a large-sample test of the model are presented, as well as an example of a practical application.
Get full access to this article
View all access options for this article.
References
1.
AakerDavid A.“Admod: An Advertising Decision Model,”Journal of Marketing Research, 12(February 1975), 37–45.
2.
AgostiniJ. M.“Analysis of Magazine Accumulative Audience,”Journal of Advertising Research, 2(December 1962), 24–7.
3.
AgostiniJ. M.“How to Estimate Unduplicated Audiences,”Journal of Advertising Research, 1(March 1961), 11–4.
4.
CaffynJ. M., and SagovskyM.“Net Audiences of British Newspapers: A Comparison of the Agostini and Sainsbury Methods,”Journal of Advertising Research, 3(March 1963), 21–4.
5.
ChowG. C.“Tests of Equality Between Sets of Coefficients in Two Linear Regressions,”Econometrika, 28(July 1960), 591–605.
6.
GoodhardtG. J., and EhrenbergA. S. C.“Duplication of Television Viewing Between and Within Channels,”Journal of Marketing Research, 6(May 1969), 169–78.
7.
GrassRobert C., and WallaceWallace H.“Satiation Effects of TV Commercials,”Journal of Advertising Research, 9(September 1969), 3–8.
8.
HeadenRobert S., KlompmakerJay E., and TeelJesse E.Jr.“An Empirical Examination of Spot TV Audience Exposure Patterns,”Journal of Advertising Research, 16(December 1976).
9.
KrugmanHerbert E.“Processes Underlying Exposure to Advertising,”American Psychologist, 23(April 1968), 245–53.
10.
KrugmanHerbert E.“What Makes Advertising Effective?”Harvard Business Review, 53(March-April 1975), 96–103.
11.
KrugmanHerbert E.“Why Three Exposures May Be Enough,”Journal of Advertising Research, 12(December 1972), 11–4.
12.
LittleJ. D. C., and LodishL. M.“A Media Planning Calculus,”Operations Research, 17(January 1969), 1–35.
13.
LodishL. M.“A Note on Modeling the Relationship of Diminishing Returns to Media Overlap for the Media Planning Problem,”Management Science, 22(September 1975), 111–5.
14.
MetheringhamRichard A.“Measuring the Net Cumulative Coverage of a Print Campaign,”Journal of Advertising Research, 4(December 1964), 23–8.
15.
Radio Advertising Bureau, Inc. “Major Discoveries About Radio Reach and Frequency Revisited.”New York: Radio Advertising Bureau, Inc. (undated).
16.
RayMichael L., and SawyerAlan G.“Repetition in Media Models: A Laboratory Technique,”Journal of Marketing Research, 8(February 1971), 20–9.
17.
SchreiberRobert J.“The Metheringham Method for Media Mix: An Evaluation,”Journal of Advertising Research, 9(June 1969), 54–6.
18.
YoungLawrence F.“Estimating Radio Reach,”Journal of Advertising Research, 12(October 1972), 37–41.
19.
ZufrydenFred S.“Examining the Pattern of Response Behavior in a Media Model,”Management Science, 22(September 1975), 116–24.
