TITLE

Advertising moves to made-up metrics

AUTHOR(S)
Ephron, Erwin
PUB. DATE
July 2000
SOURCE
Advertising Age;7/31/2000, Vol. 71 Issue 32, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article highlights the use and benefits of the decision model, expert systems in advertising in the United States. The popularity of expert systems in advertising resulted from management pressure to reduce judgment calls to get more rational spending decisions. One example of an expert system is a media-mix optimizer which provides data on costs and audiences available from invoices and surveys.
ACCESSION #
3384974

 

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