References in periodicals archive ?
Sissors and Bumba (1993), for example, present an alternate plan in which all insertions are allocated to television.
Sissors and Bumba (1993) were used to identify the information requirements for the media selection decision process.
Sissors (1971) argued that demographic variable substitution is potentially inaccurate, since it is based on a single variable.
The importance of reach and frequency distribution estimates has been heightened by increased usage of the concept of "effective reach and frequency" among both practitioners and academicians (Kreshel, Lancaster, and Toomey, 1985; Lancaster, Pelati, and Cho, 1991; Sissors, 1982; Turk and Katz, 1992).
Sissors and Bumba (1993) trace the concept back even further to Brown, Lessler, and Weilbacher (1957), suggesting that there is "a theoretical number of impressions required to convert each individual prospect into a purchaser.