Creating an effective ad campaign is only part of the battle for advertisers. A great piece of copy and awesome graphic, a stellar radio or television spot, or dynamic web ad does little good, if no one sees it. Sandy Jap, professor of marketing at Goizueta Business School, along with colleagues Chen Lin of Michigan State University and Sriram Venkataraman of the University of North Carolina, developed a model which predicts what times during the day people use various forms of media.
The model also predicts when people are using more than one form simultaneously. Their new model predicts these factors with 97 percent accuracy, an even more impressive figure when compared to previous models, which were only 60-70 percent accurate.
