|Title||On Planning Periodic Advertising|
|Author||Georgy A. Shmatov|
|About the author||
Georgy A. Shmatov – Сand. Sci. (Physics and Mathematics), Associate Professor, Senior Researcher, Liberal Arts University – University for Humanities, Yekaterinburg, Russia.
|Section||Journalism, Advertising & Public Relations|
|Abstract||With periodic placement of advertisement, the efficient audience coverage changes over time, growing during the flight and reducing during the advertising silence. In this regard, it is incumbent to study the relation between the size of audience coverage and such parameters of periodic advertising as flights duration, advertising silence period and memory lag. It is also required to calculate and forecast the size of average efficient periodic advertising coverage. These tasks can be solved with methods of the mathematical media planning theory developed in author’s earlier works. This paper outlines the methods of analyzing some performance indicators of periodic advertisement placement developed within the mathematical media planning theory. Methods of assessing the efficient audience coverage in case of changes in the abovementioned parameters of periodic advertising are described. The method of managing the level of periodic advertising’s communicative efficiency by changing the advertising silence time, the size of efficient flight coverage, its duration and memory lag is outlined. The obtained results enable the analysis and forecasting of the sizes of maximum, minimum and average audience coverage by periodic advertising depending on parameters of advertising impact intensity, flight duration and advertising silence. The described methods make it possible to solve the tasks of managing the level of periodic advertising’s communication efficiency, which is achieved by finding the optimal ratio of the abovementioned parameters of periodic advertisement placement. Specifically, the paper demonstrates the existence of the optimal ratio between the advertising silence duration and the memory lag that ensure maximum advertising impact enhancement with periodic advertisement placement. The paper introduces the notion of periodic advertising efficiency – the allowable interval of changes in the efficient audience coverage that satisfies the advertisement placement efficiency criterion established by the advertiser. The author presents the method of assessing the sizes of periodic advertising efficiency areas and provides these areas’ dependency on the advertising silence time and memory lag.|
|For citation||Shmatov GA. On Planning Periodic Advertising. In: Zaks LA, Semitko AP, Mitsek SA, et al. (еds.) Russian Man and Power in the Context of Dramatic Changes in Today’s World: Collection of academic papers from the 21st Russian scientific-practical conference (with international participation) (Yekaterinburg, April 12–13, 2019). Yekaterinburg: Liberal Arts University – University for Humanities; 2019. p. 364–373. Available from: doi:10.35853/UfH-RMP-2019-J08.|
This work is licensed under a Creative Commons Attribution 4.0 International License.
|Full text version of the article||Article language||russian|