The computer in media planning

Date of publication: June 15, 1965

Author: M. H. J. Webb

Abstract:

The media planner in the U.K. media situation is faced with a very large area of choice, together with a lot of information about the combinations of media he can select to reach a particular market for a particular sum of money. Judgements have to be made, but media planners can do With all the help they can obtain in processing their judgements and the information available, and this is where computers can help.

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