Shmatov, G. A. (2020). Model for Optimization of Periodical Advertising. Zhurnal Economicheskoj Teorii [Russian Journal of Economic Theory], 17 (3), 707-718.
The effective audience reach of periodic advertisements varies over time. It increases during the flight and decreases during the periods of advertising silence. The study investigates the dependencies of audience reach on such parameters of periodical advertising as the duration of flights, the period of advertising silence, the period of forgetting of advertising; and the reach of a single flight. The study also describes methods of forecasting the value of the average effective reach of periodic advertising and shows the ways to optimize the advertising budget of periodical advertising. The study relies on the methods of mathematical media planning theory. Using these methods, it is possible to control the level of communicative effectiveness of periodical advertising by searching for the optimal ratio of the above parameters. It is shown that the optimal budget for the selected level of intensity of advertising exposure and for the given time of forgetting depends on the ratio of the duration of the flight and advertising silence.