Media planning аs risk reducing technology for inefficient mass media advertisements

Georgy A. Shmatov –Candidate of Physical and Mathematical Sciences, Associate Professor at Advertising Chair, Faculty of Social Psychology, Liberal Arts University – University for Humanities (Еkaterinburg).
Year: 2013
DOI:
UDK: 659.113(075.8)
Pages: 25-34
Language: russian
Section: Social, psychological and personal foundations of social relations, communication and and social management
Keywords: advertising, media planning, multimedia, optimization, efficiency, risk.
Abstract
In the article media planning bases as are stated to the economic-mathematical theory of planning and advertisement positioning optimisation in mass-media. It is shown that use of methods of media mathematics and economic-mathematical modelling allows to develop the quantitative theory of media planning as a basis of technology of minimisation of risks of an inefficient advertisement positioning in mass-media.
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