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A Comment

Lewis G. Pringle

BBDO, Inc., New York, New York

Marketing Science 1984

“An Audience Flow Model of Television Viewing Choice” by Rust and Alpert (this issue, pp. 113–124) does indeed represent a contribution to the marketing literature. Furthermore, it represents an important step in the process of developing a better understanding of a significant and practical marketing issue: the selection—in advance—of specific advertising vehicles.

DOI
10.1287/mksc.3.2.125
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