A Methodology for Measuring Response to Media Effects

DOI10.1057/jors.1975.134zbMath0323.62080OpenAlexW2082674304MaRDI QIDQ4086627

Fred S. Zufryden

Publication date: 1975

Published in: Journal of the Operational Research Society (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1057/jors.1975.134

Mathematics Subject Classification ID

Applications of statistics to economics (62P20) Trade models (91B60)

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Multi-criteria media mix decision model for advertising a single product with segment specific and mass media

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