|Title:||Optimization of media planning variables for television based on the advertiser’s industry|
Martín-Santana, Josefa D.
|Citation:||E+M. Ekonomie a Management = Economics and Management. 2019, roč. 22, č. 1, s. 189-205.|
|Publisher:||Technická univerzita v Liberci|
|Keywords:||televizní reklama;proměnné mediálního plánování;inzerentský průmysl;zrušení reklamy|
|Keywords in different language:||television advertising;media planning variables;advertiser’s industry;advertising recall|
|Abstract in different language:||The market research institutes that measure the impact of advertising campaigns aggregate their results according to different criteria in order to provide clients with a normative Framework or framework of reference. In addition to the volume of advertising investment, one of the most common criteria is the industry or product category, due to its influence on effectiveness measures. The academic literature has likewise underscored the need to take into account a product category when assessing advertising effectiveness (Vakratsas & Ambler, 1999). The concepts of industry and product category have drawn attention from researchers because of their usefulness in defining business strategies. For example, the interest in dividing markets into subgroups based on industries and product categories is grounded in the possibility of conducting a more comprehensive and accurate analysis of the competition and competitive advantages.|
|Rights:||CC BY-NC 4.0|
|Appears in Collections:||Číslo 1 (2019)|
Číslo 1 (2019)
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