Summary
Heuristic problem solving. The model incorporates nonlinear response, market segmentation, and forgetting, and is optimized by dynamic programming. The response is expanded as a power series in exposure level. The expected response then becomes a weighted sum of the moments of the exposure-level distribution.
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© 1976 Springer-Verlag Berlin Heidelberg
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Little, J.D.C., Lodish, L.M. (1976). A Media Planning Calculus. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_49
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DOI: https://doi.org/10.1007/978-3-642-51565-1_49
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
eBook Packages: Springer Book Archive