A Comment
Published Online:1 May 1984https://doi.org/10.1287/mksc.3.2.125
Abstract
“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.
