Assigning television commercial videotapes to time slots under alternative message spacing policies

A number of studies in the psychological and marketing literature have focused on the effects of message spacing on consumer memory and judgement.

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....

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