Examination of qualitative viewing factors for optimal advertising strategies

Most advertisers agree that optimal television schedules should consider qu alitative factors, such as audience involvement. This paper examines the re search on qualitative factors and how to incorporate them into the optimiza tion process. Based on existing research and a number of new studies, the a uthors conclude that the data point to significant differences in qualitati ve audience factors and that those differences are likely to impact adverti sing effects.