The maturation of the science of media selection
Roger J. Calantone Ph.D., Ulrike de Brentani-Todorovic M.B.A.
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 4
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.
Keywords
Market Segment, Heuristic Model, Advertising Medium, Advertising Agency, Medium Schedule
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