ОЦЕНКА ОХВАТА АУДИТОРИИ И РИСКОВ РАЗМЕЩЕНИЯ РЕКЛАМЫ В ТЕОРИИ МЕДИАПЛАНИРОВАНИЯ

Translated title of the contribution: Evaluation of Audience Reach and Advertising Risks in Media Planning Theory

Research output: Contribution to journalArticle

Abstract

"In this paper, an economic-mathematical theory of media planning is developed. Within the framework of this theory, the concept of the risk of advertising in the media is defined; a technique for its calculation is provided. In the article, the dependencies of the risk of placement of advertisements on their number are presented. Risk calculation is carried out using both analytical and numerical methods. The article provides the proof of the recurrence relation for audience reach, introduces probability distribution for the number of contacts with media considered as a random variable; the expectation and variance of the number of contacts with media are calculated; the comparison of the exact and approximate number of advertisement placements necessary for effective advertisement is performed. The results obtained can be used in planning the actual advertising campaigns."
Translated title of the contributionEvaluation of Audience Reach and Advertising Risks in Media Planning Theory
Original languageRussian
Pages (from-to)71-81
Number of pages11
JournalЖурнал экономической теории
Issue number1
Publication statusPublished - 2017

GRNTI

  • 06.00.00 ECONOMY AND ECONOMIC SCIENCES

Level of Research Output

  • VAK List

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