1. A basic component of a media model objective function involves counting ex posures generated by an...

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1. A basic component of a media model objective function involves counting ex¬

posures generated by an insertion schedule. The remaining components intro¬

duced in this chapter attempt to qualify the exposures, the potential worth of the audience member, and so on. How else might you want to qualify expo¬

sures? What other components might be added to the list?

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Advertising Management

ISBN: 199027

5th Edition

Authors: David A. Aaker

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1. A basic component of a media model objective function involves counting ex posures generated by an...

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Advertising Management

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