Media scheduling and carry-over effects

This is a response to Erwin Ephron and Colin McDonald's paper which appeared in September 2002 Admap.

Media scheduling and carryover effects

Hank BernsteinStarcom MediaVest Group

and

Kate LynchStarcom MediaVest Group

We appreciate the opportunity to comment on Ephron & McDonald's paper (1). We note that our former colleague, Simon Broadbent, the founder...