Examining the pattern of response behavior in a media model

A note submitted to Management Science by Lodish [3] comments on a media model previously published in this journal [7]. Here, in turn, comments are made on the Lodish note. Also, in contradiction to implications of the note, empirical examples based upon both hypothetical and actual media exposure data are given. These illustrate that the media model may in fact approximate aggregate response behavior quite well for the purpose of practical applications even though it does not explicitly consider individual audience overlap patterns.