Key points are not available for this paper at this time.
This is an account of the first stage of a multi-stage research programme in the planning of advertising media schedules. The problems of securing maximum impact and maximum coverage in an intense campaign of short duration for a fixed outlay are discussed. A precise solution of the Impact problem and an approximate solution of the Coverage problem are outlined. These solutions are currently being used, but test results are not yet available. This is, therefore, an interim statement and not a completed case history.
Lee et al. (Thu,) studied this question.