2020 (17), №3

Model for Optimization of Periodical Advertising

For citation: 

Shmatov, G. A. (2020). Model for Optimization of Periodical Advertising. Zhurnal Economicheskoj Teorii [Russian Journal of Economic Theory], 17 (3), 707-718.

Abstract:

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.

PDF full
Downloaded: 31

Georgiy Artemovich Shmatov — PhD in Physical and Mathematical Sciences, Senior Researcher, Humanities University, Associate Professor, Advertising Department (Ekaterinburg, Russian Federation; e-mail: sga36@mail.ru).

Batra, R., Majers, Dzh. Dzh., & Aaker, D. A. (2004). Reklamnyy menedzhment [Advertising Management]. SPb., Russia: Vil’-yams, 784. (In Russ.)

Best, R. (2008). Marketing ot potrebitelya [Market-based management]. Moscow, Russia: Mann, Ivanov i Ferber,760. (In Russ.)

Bryant, J., & Thompson, S. (2004). Osnovy vozdeystviya SMI [Fundamentals of Media Effects]. Moscow, Russia: Vil’yams, 428. (In Russ.)

Dayan, A. (2003). Reklama [La publicité]. SPb., Russia: Neva, 128. (In Russ.)

Nazaykin, A. N. (2010). Mediaplanirovanie [Media-planning]. Moscow, Russia: Eksmo, 400. (In Russ.)

Popov, E. V., & Shmatov, G. A. (2010). Vychislenie okhvata SMI [Media reach calculation]. Problemy upravleniya [Control sciences], 2, 34–38. (In Russ.)

Rossiter, J. R., & Persy, L. (2000). Reklama i prodvizhenie tovarov [Advertising Communications and Promotion Management]. SPb., Russia: Piter, 656. (In Russ.)

Scissors, Dzh. Z., & Beron, R. B. (2004). Reklamnoe mediaplanirovanie [Media planning]. SPb., Russia: Piter, 412. (In Russ.)

Shmatov, G. A. (2003). Matematicheskie osnovy mediaplanirovaniya [Mathematical foundation of media planning]. Ekaterinburg, Russia: Ural’skiy gosudarstvennyy universitet. Dep. v VINITI 04.06.03. — № 1090-V, 108. (In Russ.)

Shmatov, G. A. (2005). Osnovy mediaplanirovaniya: evristicheskiy podkhod [Basics of media planning: heuristic approach]. Ekaterinburg, Russia: UrGU, 332. (In Russ.)

Shmatov, G. A. (2008). Optimizatsiya perioda razmeshcheniya reklamy [Optimization of advertising period]. Reklama: teoriya i praktika [Advertising: theory and practice], 1, 8–15. (In Russ.)

Shmatov, G. A. (2018). Modeli teorii mediaplanirovaniya i riski neeffektivnogo razmeshcheniya reklamy [Models of the Media Planning Theory and Risks of Ineffective Ad Placement]. Zhurnal ekonomicheskoy teorii [Russian Journal of Economic Theory], 15(1), 23–38. (In Russ.)

Shmatov, G.A. (2019). O kolichestvennykh metodakh planirovaniya periodicheskoy rekla-my [About quantitative methods of planning periodic advertising]. Reklama: teoriya i praktika [Advertising: theory and practice], 2, 108–119. (In Russ.)

Shmatov, G. A. (2019). Osnovy ekonomiko-matematicheskoy teorii mediaplanirovaniya [Fundamentals of economic and mathematical theory of media planning]. Moscow, Russia: Lenand, 440. (In Russ.)

Broadbent, S. (1984). Modeling with Adstock. Journal of the Market Research Society, 26(4), 295–312.