Accession Number:

ADA186043

Title:

Predicting Magazine Audiences with a Loglinear Model.

Descriptive Note:

Technical rept.,

Corporate Author:

FLORIDA STATE UNIV TALLAHASSEE DEPT OF STATISTICS

Personal Author(s):

Report Date:

1987-07-01

Pagination or Media Count:

28.0

Abstract:

A loglinear model for predicting magazine exposure distributions is developed and its parameters are estimated by using the maximum likelihood technique. The accuracy of the loglinear and a Dirichlet-multinomial model are compared using 1985 AGB McNair data. The result show that the loglinear model has significantly smaller prediction errors than the Dirichlet-multinomial model. A simple algorithm for optimal media scheduling is given. Keywords Advertising Statistical analysis Efficiency. Author

Subject Categories:

  • Statistics and Probability
  • Sociology and Law

Distribution Statement:

APPROVED FOR PUBLIC RELEASE