Media selection models directions for future research

dc.contributor.author	Mote, V. L.
dc.contributor.author	Rangarajan, Kalyani
dc.date.accessioned	2010-03-21T12:16:34Z
dc.date.available	2010-03-21T12:16:34Z
dc.date.copyright	1981-01
dc.date.issued	2010-03-21T12:16:34Z
dc.identifier.uri	http://hdl.handle.net/11718/1432
dc.description.abstract	The work done in media selection both in India and abroad is reviewed. Two approaches that can be adopted immediately for media selection so as to maximise response are discussed and the results of empirical work using the data of a large advertiser are shown. The directions for future research in this field are discussed.	en
dc.language.iso	en	en
dc.relation.ispartofseries	WP;1981/344
dc.subject	Media selection	en
dc.title	Media selection models directions for future research	en
dc.type	Working Paper	en