Shmatov, G. A. (2018). Models of the Media Planning Theory and Risks of Ineffective Ad Placement. Zhurnal Economicheskoj Teorii [Russian Journal of Economic Theory], 15(1), 23-38
The paper develops an economic and mathematical theory of media planning. The author presents the main models and methods of the media planning theory: a binary model of the media audience; a model of multimedia coverage of the audience; a model of a synergy of advertising contacts; a model for calculating the risk of inefficient advertising; an evaluation model of periodic advertising. The paper considers analytical and numerical methods for estimating the risk, effective and optimal number of advertisements. The article shows the comparison of exact and approximate risks and the number of ad placements necessary for effective advertisement. The results obtained can be used in the planning of the actual advertising campaigns.