The maturation of the science of media selection |
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Authors: | Roger J Calantone PhD Ulrike de Brentani-Todorovic MBA |
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Institution: | (1) McGill University, Montreal, Canada |
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Abstract: | The historical development of models in the field of media scheduling is traced. The models are identified as to which have
dominated certain stages of development over the last twenty five years. A general discussion is also provided of the less
sophisticated models of the preceding period. Overall, the evolution is described in terms of the development of a science
to maturity.
This paper was invited and has not been subject to our blind review process. |
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Keywords: | |
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