Název:	Optimization of media planning variables for television based on the advertiser’s industry
Autoři:	Reinares-Lara, Pedro Martín-Santana, Josefa D. Reinares-Lara, Eva
Citace zdrojového dokumentu:	E+M. Ekonomie a Management = Economics and Management. 2019, roč. 22, č. 1, s. 189-205.
Datum vydání:	2019
Nakladatel:	Technická univerzita v Liberci
Typ dokumentu:	článek article
URI:	http://hdl.handle.net/11025/33682
ISSN:	2336-5604 (Online) 1212-3609 (Print)
Klíčová slova:	televizní reklama;proměnné mediálního plánování;inzerentský průmysl;zrušení reklamy
Klíčová slova v dalším jazyce:	television advertising;media planning variables;advertiser’s industry;advertising recall
Abstrakt v dalším jazyce:	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.
Práva:	CC BY-NC 4.0
Vyskytuje se v kolekcích:	Číslo 1 (2019) Číslo 1 (2019)

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