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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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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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An: 190931043
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PubType: Academic Journal
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  Data: Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization.
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+Communications%22">Journal of Marketing Communications</searchLink>. Feb2026, Vol. 32 Issue 1, p65-82. 18p.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=190931043
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1080/13527266.2024.2309949
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      – Code: eng
        Text: English
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        PageCount: 18
        StartPage: 65
    Titles:
      – TitleFull: Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization.
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            NameFull: Sciarrino, JoAnn
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            NameFull: Kirk, Todd
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            NameFull: Prudente, John
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              Text: Feb2026
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              Y: 2026
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              Value: 32
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