Balancing the media budget, reach and frequency in marketing communications : a macro approach
Part of : Σπουδαί : journal of economics and business ; Vol.40, No.1-4, 1990, pages 3-26
Issue:
Pages:
3-26
Abstract:
A macro model for the balancing of the media budget, reach and frequency in marketing communications is presented. The model is solved for optimal policies under four distinct decision environment scenarios. The first scenario assumes that the media budget is given and the objective is to optimize the balance between reach and frequency. The second assumes that frequency is fixed and the objective is to select the optimal budget and the corresponding reach. In the third scenario it is assumed that management did not make prior commitments and the objective is, therefore, to optimize the media budget and the balance between reach and frequency. In the last scenario, the case of fixed reach with the objective of selecting the optimal budget and frequency levels is considered. Numerical examples are utilized throughout the discussion to demonstrate how the suggested model may be applied.
Subject (LC):
Notes:
Περιέχει πίνακες, διαγράμματα και βιβλιογραφία
