Abstract:

It would therefore seem possible to arrive at what we have called the optimum insertion schedule, by means a simulation technique and with the help of a computer, which are both classic tools of Operational Research. But in spite of all the respect that this science merits, we ought not to forget that the value of the solution produced by Operational Research depends on the value of the data and hypotheses on which it has been put to work. There, is no question of pretending that the problem of optimising a media schedule is nearly solved by the simulation technique suggested. But it would still be an important step forward to be able to analyse a schedule in terms of coverage and frequency of opportunities to see...this is why we think that the possibility of applying this technique is worth consideration.