Examination of Qualitative Viewing Factors for Optimal Advertising Strategies
本文考察了受众参与等定性因素对电视广告排期的影响，基于现有研究和新实验，发现定性因素差异显著且可能影响广告效果。
Most advertisers agree that optimal television schedules should consider qualitative factors, such as audience involvement. This paper examines the research on qualitative factors and how to incorporate them into the optimization process. Based on existing research and a number of new studies, the authors conclude that the data point to significant differences in qualitative audience factors and that those differences are likely to impact advertising effects.