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Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization.

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Bibliographic Details
Title: Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization.
Authors: Sciarrino, JoAnn1 (AUTHOR), Kirk, Todd1 (AUTHOR), Prudente, John1 (AUTHOR) john.prudente@utexas.edu
Source: Journal of Marketing Communications. Feb2026, Vol. 32 Issue 1, p65-82. 18p.
Database: Business Source Ultimate
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ISSN:13527266
DOI:10.1080/13527266.2024.2309949