A model providing a decision support system for the advertising media selection and scheduling decision (Little and Lodish 1969). Little and Lodish (1966) describe the perspective adopted by the model: "The population is divided into `market segments.' Each segment has its own sales potential and media habits. . . . A media schedule consists of insertions in `media vehicles'. . . . An insertion brings about exposures in the various market segments. The exposures serve to increase what we shall call `exposure value' in the market segments. However, people are subject to `forgetting,' and so the retained exposure level decays with time in the absence of new exposures. The 'anticipated sales' to a market segment increases with exposure level but with diminishing returns.