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Media Selection Models: Directions for Future Research

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Listed:
  • Mote V L
  • Rangarajan Kalyani

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.

Suggested Citation

  • Mote V L & Rangarajan Kalyani, 1981. "Media Selection Models: Directions for Future Research," IIMA Working Papers WP1981-01-01_00420, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp00420
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