Some Statistical Modeling Problems in the Advertising Industry: A Look at Media Exposure Distributions
The American StatisticianPublished 1 November 1992
Peter J. Danaher
Citations12
SJR quartileQ1
SJR score0.78
SNIP1.50
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Abstract
Abstract Advertisers have been estimating the potential audience for their advertising campaigns for over 30 years, with varying degrees of success. When abstracted into random variables, their modeling problems become rather tantalizing for statisticians due to awkward inter- and intramedia correlations. The purpose of this article is to introduce more statisticians to fertile areas of research in the advertising industry.
Keywords
Business, Management and Accounting
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