Predicting media schedule effectiveness by the 'media planex' method

Abstract:

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed only after attention has been paid to all its constituent parts and to the way they work together. It is precisely this care and thoroughness which the researcher brings to the job of the media department.

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