Examining the Pattern of Response Behavior in a Media Model

A note submitted to Management Science by Lodish [Lodish, L. M. 1975. A note on modelling the relationship of diminishing returns to media overlap for the media planning problem. Management Sci.22 (1, September) 111–116.] comments on a media model previously published in this journal [Zufryden, F. S. 1973. Media scheduling: a stochastic dynamic model approach. Management Sci.19 (16, August) 1305–1406.]. Here, in turn, comments are made on the Lodish note. Also, in contradiction to implications of the note, empirical examples based upon both hypothetical and actual media exposure data are given. These illustrate that the media model may in fact approximate aggregate response behavior quite well for the purpose of practical applications even though it does not explicitly consider individual audience overlap patterns.