Study rates pols' media plans

Linett, Richard
May 2000
Advertising Age;5/8/2000, Vol. 71 Issue 20, p98
Trade Publication
The article reports that the computer software company, Audience Analytics Inc., is examining the television media buys of United States presidential candidates for the 1996 elections to show how the company's media optimizer software program can improve a media plan. According to the company, a political television buy is not all intuition and guesswork, and often draws on data a media buyer for a consumer product would not have or seek out.


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