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Media selection models directions for future research by V. L. Mote and Kalyani Rangarajan (Working Paper, No. 1981/344)

By: Mote, V. L.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management 1981Description: 120 p.Subject(s): Media selectionDDC classification: WP 1981(344) Summary: The work done in media selection both in India and abroad is reviewed. Two approaches that can be adopted immediately for media selection so as to maximize response are discussed and the results of empirical work using the data of a large advertiser are shown. The directions for future research in this field are discussed.
List(s) this item appears in: Vasant L. Mote
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Working Paper Vikram Sarabhai Library
WP 1981(344) (Browse shelf) Available WP000344

The work done in media selection both in India and abroad is reviewed. Two approaches that can be adopted immediately for media selection so as to maximize response are discussed and the results of empirical work using the data of a large advertiser are shown. The directions for future research in this field are discussed.

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