Abstract:

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising messages. Today I will talk to you about one of those models: MARKSEL - which has been developed for personal computers and combines a set of characteristics together, namely the speed and the capability of processing great volume of information, until not long ago, only possible and imaginable in main frames.