TY  - JOUR
AB  - Examines the use of media scheduling in the field of advertising. Looks at newspaper publishers, in particular, investigating forecasting of advertisement space and revenue; the pricing problem of advertisement rates; and some specific applications of operational research in planning for a newspaper colour supplement. Stresses the use of relatively simple models in this area.
VL  - 7
IS  - 3
SN  - 0309-0566
DO  - 10.1108/EUM0000000005111
UR  - https://doi.org/10.1108/EUM0000000005111
AU  - Higgins J.C.
PY  - 1973
Y1  - 1973/01/01
TI  - Some applications of operational research in advertising
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 166
EP  - 175
Y2  - 2024/04/24
ER  -