Assigning television commercial videotapes to time slots under alternative message spacing policies
Michael J. Brusco
Florida State University
Renu Singh
South Carolina State University
Introduction
Television networks generate revenues by selling commercial slots to advertisers. In order to acquire and retain clients, it is paramount for networks to create schedules that effectively meet the requirements of the media planners. Advertising plans may differ from client to client on two major factors: (1) level of exposure to the advertising message and (2) distribution of exposures in a media schedule. These topics have received considerable attention in the advertising literature (Broadbent et al....