Summary
The Probabilistic Optimizing Model for Selecting Insertion Schedules (POMSIS) is an approach to the following problem: Within a given budget, which journal insertion schedule will obtain the greatest impact for an advertising campaign of given length? By disaggregating to the level of a potential exposure to individuals in a sample population, the model permits to assign appropriate weights to successive exposures.
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© 1976 Springer-Verlag Berlin Heidelberg
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Aaker, D.A. (1976). A Probabilistic Approach to Industrial Media Selection. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_48
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DOI: https://doi.org/10.1007/978-3-642-51565-1_48
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
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