Fully interactive media planning model

Date of publication: June 15, 1984

Abstract:

This new model called: "Sherlock" is smart, speedy interactive. It really helps the media planner to find out the convenient plan. The time required for an evaluation is less than three seconds. For an optimisation it varies from some seconds to some minutes (usually 30 seconds). This range of response time makes it possible to use a fully interactive procedure to construct a plan. Each spot is selected very easily and quickly in a manual or automatic way. The plan under construction is evaluated at any time of the building process.

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