Multi-media Scheduling Reveals Gaps In Knowledge

Alan Smith and Peter Masson

This article describes Sesame - a new multi-media planning system. It uses separate print and TV models, but because the two frequency distributions are calculated at individual informant levels it is straight forward to calculate a multi-media frequency distribution.

Multi-Media Scheduling Reveals Gaps in Knowledge

Peter Masson, Bucknull and Masson, and,Alan Smith

In recent years much attention has been given to various aspects of multi-media scheduling, but operational scheduling systems for the two main media, print and television, are only just coming on stream. More refined systems, designed to cover a broader range of media options, are still in the future.

Although good progress is being made to develop integrated print and television scheduling facilities, this is highlighting significant gaps in the knowledge available to make good print-plus-TV planning decisions. We hope the progress achieved...

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