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Table of Contents

I/Advertising Media Calculations.- 1. Introduction.- 2. Media Selection based on Reach.- 3. Cost Analysis.- 4. Utilization of the Selected Media.- 5. Selection and Utilization of Media in a Single Step.- 6. Multiple Utilization of a Medium.- 7. Cumulation of Reach using Several Media.- 8. Forecasting Cumulation.- II/Elementary Forecasting Calculations.- 1. Introduction.- 2. Linear, Static Forecasts, with an Example.- 3. Computation of Regression Coefficients.- 4. Computing Requirements.- 5. Forecasts, using Time Functions.- 6. Difference Equations (applied as an Example to Election Forecasting).- 7. Markov Chains.- 8. Application of Markov Chains to the Case of Competition between Brand Name Products.- 9. Non-Stationary Markov Chains.- 10. Concluding Remarks on Forecasting.- III/Factor Analysis.- 1. Introduction.- 2. Metric Problems.- 3. Characteristics of Results of Factor Analysis and Factor Forecasting.- 4. Computational Procedures of Factor Analysis.- 5. Calculation Requirements.- 6. Method of Computation and Computing Requirements of Semantic Distance.- IV/Market Models.- 1. Present Practices and Problems in Data Collection.- 2. Essential Nature of Market Models (Autonomy of Indicators or Model Dependency).- 3. Image Aspects.- 4. A Psychological-Economic Market Model.- 5. Introduction to the Economic Aspects of Models.- 6. The Psychological Market Model as a Special Variant of an Economic Market Model.- 7. Problems Inherent in a Market Model.