Media planning аs risk reducing technology for inefficient mass media advertisements

Georgy A. Shmatov
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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