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Research papers

Untangling the confusion of TV scheduling theories

This paper discusses the distinctions that should be made in media scheduling between the theories of how advertising works (response functions and decay) and the tactics of media buying (cover and frequency). It draws on the modeling analysis work...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Jayne Zenaty Spittler
August 1, 1999
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Citation

Spittler, J. Z. (1999a, August 01). Untangling the confusion of TV scheduling theories . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/untangling-the-confusion-of-tv-scheduling-theories-


Research papers

Untangling the confusion of TV scheduling theories

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Jayne Zenaty Spittler
October 20, 1998
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Citation

Spittler, J. Z. (1998a, October 20). Untangling the confusion of TV scheduling theories. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/untangling-the-confusion-of-tv-scheduling-theories


Research papers

Media planning processes

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Jayne Zenaty Spittler
November 11, 1996
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Citation

Spittler, J. Z. (1996a, November 11). Media planning processes. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/media-planning-processes