A Computer Assessment of Media Schedules

Abstract

This paper outlines the approach made by The London Press Exchange to the media scheduling problem. A rather detailed simulation model of the way television and press schedules reach a target population has been set up. This is used to assess various alternative schedules, i.e. to give an effectiveness rating for each schedule. The marginal rate of return for various alterations to these schedules is also produced. Details of the mathematics in the model and of parts of the computer programs are given. Examples illustrate particular points and the general application.