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Television Optimizers: Did They Change the Way We Do Business?

Published online by Cambridge University Press:  12 October 2005

ANDREW GREEN
ANDREW GREEN
Affiliation:
ZenithOptimedia, Inc., andrew.green@zenithoptimedia.co.uk
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Abstract

Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. However, there is only limited evidence that the new tools took hold in the market.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 1 , March 2005 , pp. 27 - 33
Copyright
© Copyright © 1960-2005, The ARF

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References

REFERENCES

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