ADSTRAT provides an integrated set of tools and data for assisting advertising management decisions. By making these facilities available in a user friendly package, ADSTRAT makes it easy to use scientific techniques for advertising decision making. The ADSTRAT system takes users through the various stages of advertising planning, including situation analysis, setting objectives, budgeting, creative strategy, and media planning. The ADSTRAT package includes four types of data typically available to advertising managers: industry data, panel data, survey data, and media cost and coverage data. The ADSTRAT manual discusses the benefits of decision support systems and their application to advertising management.
- ISBN10 0894261819
- ISBN13 9780894261817
- Publish Date 31 January 1991 (first published 1 January 1991)
- Publish Status Out of Print
- Out of Print 21 December 2011
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint Scientific Press Inc
- Pages 160
- Language English