Relevant bibliographies by topics / Advertising media planning

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Advertising media planning'

Author: Grafiati
Published: 4 June 2021
Last updated: 30 July 2024

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Journal articles on the topic "Advertising media planning"

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Iankovets, Tetiana. "Media planning of digital advertising campaigns." Eastern-European Journal of Enterprise Technologies 6, no. 13 (126) (December 28, 2023): 42–53. http://dx.doi.org/10.15587/1729-4061.2023.293074.

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Under the conditions of digitalization of all sectors of social production, the study of types and features of digital advertising and its media planning acquires special importance and requires in-depth analysis. The object of research is media planning of digital advertising campaigns. The problem is the lack of a holistic scientific and practical approach to the process of media planning of advertising campaigns in the digital environment. The main criteria for the systematization of digital advertising have been identified, and the relationship between its types for the purposes of media planning was substantiated. Based on the comparison of pricing models and key metrics of digital advertising, the digital sales funnel was substantiated as the basis of media planning. The connection of goals and objectives of digital advertising campaigns with digital marketing strategies was proven, with appropriate advertising tools and digital marketing tools suggested. The project approach to media planning of digital advertising campaigns was substantiated. This made it possible to detail goals and tasks for each stage, to highlight the components of media planning. The quantitative result of the study is a fragment of the media plan of an online store of an enterprise that specializes in the production and sale of branded clothing. It has been proven that the media plan is part of the process of preparing a digital advertising campaign. Therefore, it cannot be considered in isolation from other components of this preparation and further implementation of the advertising campaign. The need to use other digital marketing tools during digital advertising campaigns was substantiated. This, due to the synergy effect, could contribute to increasing their predictive efficiency. Practical use of the proposed approach to media planning of digital advertising campaigns will ensure cost optimization due to budget redistribution and improvement of their effectiveness
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Lancaster, Kent M., John D. Leckenby, and Judith A. Stern. "Teaching Advertising Media Planning Using Interactive Media Models." Journal of Marketing Education 7, no. 1 (April 1985): 22–28. http://dx.doi.org/10.1177/027347538500700106.

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Поляков, V. Polyakov, Фомичева, and Irina Fomicheva. "Particular Models of Options Planning of Promotional Campaigns." Economics 4, no. 2 (April 18, 2016): 16–21. http://dx.doi.org/10.12737/18960.

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The concept of advertising stream as a kinematic characteristic in media planning is given. The classification of advertising streams from the standpoint of deciduous interval. The analysis of stream models of advertising campaign is presented. Particular qualities of streams depending on the types of structural compositions of advertising campaigns are showed. Conflicting situations in optimizing the process of media planning of an advertising campaign is considered.
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Kim, Yeusung, and Sheetal Patel. "Teaching Advertising Media Planning in a Changing Media Landscape." Journal of Advertising Education 16, no. 2 (November 2012): 15–26. http://dx.doi.org/10.1177/109804821201600203.

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Esteban, Lola, and José M. Hernández. "Advertising Media Planning, Optimal Pricing, and Welfare." Journal of Economics & Management Strategy 25, no. 4 (March 27, 2016): 880–910. http://dx.doi.org/10.1111/jems.12173.

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Komarova, A. A., V. G. Novikov, and M. Yu Zakharov. "The role of sociological research in the planning of advertising campaigns." Vestnik Universiteta, no. 2 (April 7, 2019): 145–49. http://dx.doi.org/10.26425/1816-4277-2019-2-145-149.

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The role of sociological research in the strategy of planning advertising campaigns has been has been considered. Sociological research is the main supplier of data on the behavior of the target audience, its quantity, and the structure of its media consumption. On the basis of sociological data, a decision-making process is taking place on the choice of the required type of media, or media mix, the start time of the campaign and the frequency of advertising. With the assistence of sociological measurements delivered on an ongoing basis, calculate the efficiency of media indicators of advertising goods and services. One of the research areas is the evaluation of the content of advertising communication by consumers, the quality of creativity and the way of presenting information, the recognition of the key idea of advertising communication. For the needs of the advertising market, both qualitative and quantitative sociological studies are used.
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Ляпина, Innara Lyapina, Блажко, and Svetlana Blazhko. "Internet media planning: features and tools." Journal of Public and Municipal Administration 5, no. 1 (March 28, 2016): 76–81. http://dx.doi.org/10.12737/18852.

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The process of media planning is the traditional means of transmitting information to advertisers, but the media planning on the Internet has its own characteristics, technologies and principles. The basic tools of media planning on the Internet are examined; the companies with experience in the planning of online advertising are characterized.
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Lloyd, Carla V., Jan Slater, and Brett Robbs. "The Advertising Marketplace and the Media Planning Course." Journalism & Mass Communication Educator 55, no. 3 (September 2000): 4–13. http://dx.doi.org/10.1177/107769580005500302.

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Rozumei, S., I. Nikolaienko, and A. Doliuk. "Developing an advertising strategy of new product." Ekonomìka ta upravlìnnâ APK, no. 1 (155) (May 21, 2020): 129–40. http://dx.doi.org/10.33245/2310-9262-2020-155-1-129-140.

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Modern advertisingof consumer goods is developing at a rapid pace, providing ample opportunity to support for launching thousands of new items into the market. Manufacturers make the signifcant investments in various channels of communication of goods for communication with consumers, so a properly designed advertising strategy and its implementation in business is an indisputable step to achieve success of product’s realization on market. However, there is no unifed approach to the strategic planning of effective advertising support for new product, it remains is open to both academics and practitioners, and needs further development. The paper deals with the general defnitions of scientific concepts: "strategy" and "advertising strategy". The main stages of creating an advertising strategy to achieve the necessary communication effect and to obtain a positive consumer’s response are formed. Given the high level of competition in the consumer market, an analysis of market factors influencing this process is one of the frst stages of developing an advertising strategy. The existing classifcation was analyzed and the modern approach to the distribution of these factors was determined. The second step is choosing the purpose and strategic goals for building an effective advertising strategy. Starting from goals and consumer interests, there are many types of advertising strategies in the advertising market. Was examined the classifcation of advertising strategies and proposed to expand them. Depending on the components of the promotion, it is suggested to divide them into product's and image's. According to this classifcation, was analyzed using of advertising strategies by modern enterprises in 2019. Was determined that a well-formed advertising strategy of the enterprise will allow to expand the target audience when launching a new product on the market. The next important step in developing an advertising strategy is the media planning and budgeting. Was investigated the level of investments into different channels of communication, based on the data of the Ukrainian Advertising Association. Was determined that television is the most effective and expensive media channel. At the same time, the best in the terms of growth of investment relative to previous years is digital channel. Particular should be attentioned the stage of advertising creative making and the choice of the communication platform, which is the largest in period of formation of advertising strategy. The manufacturer needs to investigate and evaluate the buyer's response to the promotional product at all stages of a likely purchase. Was determined that for the correct reading of the idea of advertising, the optimal number of major messages in it should be no more than fve. Has been researched that the effectiveness of the advertising appeal is determined by the observance of psychological neutrality in relation to the whole audience involved in one way or another in the advertising campaign. When the advertising product is ready, advertising can be launched into media space. Choosing effective media channels is tailored to the needs of your target audience. The next step is following an analysis of economic efciency and effectiveness of psychological impact of advertasing strategy. According to the results of this analysis, the stages of developing a new product advertising strategy are adjusted. Key words: advertising strategy, new product, advertising, media planning, budgeting of advertising, digital, media space, effectiveness of advertising.
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Lazarus Valens Eldiantino and Febiana Tania. "Perancangan Strategi Periklanan Serta Desain Media Promosi Merek Klote pada Media Shopee." JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan 3, no. 1 (April 2, 2024): 25–37. http://dx.doi.org/10.56910/jumbiwira.v3i1.1369.

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The purpose of this study is to analyze and design an advertising plan and strategy for the Klote brand. In the digital age and an increasingly competitive business environment, advertising media plays a vital role in building brand awareness and reaching target audiences if the media is used properly. The research takes a qualitative approach, conducts interviews with founders and relevant sources, and analyzes consumer and market behavior. The results provide detailed insight into the preferences and characteristics of Klote's target audience, as well as the factors that influence the effectiveness of his Shopee homepage as an advertising vehicle. Based on these findings, appropriate planning and design strategies for advertising materials are developed, from media selection to formulating appropriate messages. The study should organize the structure, present the brand and product, and provide information about the product from the design created so that the advertising strategy and the planned concept can work together and support each other. Especially since he has a shop by Klote himself. The Shopee platform setup still needs to be revised in terms of advertising strategy and concept.
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Dissertations / Theses on the topic "Advertising media planning"

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Cropp, Fritz. "Perceptions of Japanese advertising : a Q-methodological study of advertising practitioners in Japan /." free to MU campus, to others for purchase, 1996. http://wwwlib.umi.com/cr/mo/fullcit?p9809679.

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Du, Plooy Amarentia Therese. "A framework for the planning and integration of out-of-home advertising media in South Africa." Thesis, University of Pretoria, 2012. http://hdl.handle.net/2263/24225.

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The Out-of-home advertising media are far more expansive than they used to be, and the shape and format of these media globally, as well as in South Africa, have changed considerably over the past few decades. Until rather recently, the out-ofhome advertising media landscape consisted primarily of outdoor advertising or billboards; but these days, this has expanded to include other platforms, such as transit advertising media, street and retail furniture advertising media, and a wide variety of alternative out-of-home advertising media types. This proliferation of out-of-home advertising media, the scant research on out-of-home advertising media planning and the number of obstacles in the South African advertising- and media industry have emphasised the need for a clear understanding of the changing nature of out-of-home advertising media and the planning and integration thereof. No previous study has addressed the integration of different out-of-home advertising media platforms as part of an integrated marketing communication plan. Very little has been published on how out-of-home advertising media planning across platforms should actually be done, even more so in a developing country such as South Africa. It was therefore necessary to investigate this further, in order to propose a framework for guiding the planning and integration of out-of-home advertising media; and one that can be applied in the South African environment. The main aim of this study was to explore how experienced out-of-home advertising media specialists plan and integrate different out-of-home advertising media platforms, as part of an overall integrated marketing communication plan. This, together with an extensive investigation into the relevant literature, was then used to develop a framework for the planning and integration of out-of-home advertising media in South Africa. Purposive sampling was used to select ten out-of-home media specialists from within prominent media-only agencies, and out-of-home advertising media-specialist agencies in South Africa. The specialists selected were responsible for planning out-of-home advertising media strategies of several of the largest advertisers in South Africa. These advertisers included Coca Cola, Unilever, Brandhouse, Cadbury, Pantene, Pfizer, Vodacom, Cell C, MTN, Spar, Shoprite, KFC, ABSA, Standard Bank Nedbank, Visa, Sony, Virgin Active, Adidas, Green Cross, Kulula airlines, NuMetro and Eskom. In-depth interviews with these specialists were conducted, using a basic guiding framework or interview guide. Qualitative thematic analysis was applied to the transcribed interviews using the software program, ATLAS.ti. The qualitative findings revealed nine themes, related to three theoretical constructs, namely: the alignment of the out-of-home advertising media campaign with the overall integrated marketing communication plan; the planning of out-of-home advertising media; and the evaluation and research of out-of-home advertising media It was recommended that specialists who understand the requirements of coordination and integration on several levels should do the planning of out-of-home advertising media. These are firstly, the alignment between the out-of-home advertising campaign and the overall integrated marketing communication plan objectives; secondly, the co-ordination between the message strategy and an out-ofhome advertising media plan; and thirdly, the integration between different platforms and formats used in the out-of-home advertising media mix. To optimally achieve integration on all these different levels required vertical integration and communication between all the role-players involved: the advertisers, the advertising agency, the media agency and the out-of-home media specialists. Effective integrated out-of-home advertising media campaigns can no longer be treated as mere add-ons; they should be part of the planning right from the start.
Thesis (DCom)--University of Pretoria, 2012.
Marketing Management
DCom
Unrestricted
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Swain, Matthew D. "Changes in media mix for leading national advertisers (2003 - 2005) /." Online version of thesis, 2007. http://hdl.handle.net/1850/4491.

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Thesis (M.S.)--Rochester Institute of Technology, 2007.
Typescript. Appendix A: Percent change in spending by industry ; Appendix B: List of top 30 advertisers by medium. Includes bibliographical references (leaves 48 - 51)
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Fan, Jiang-Ping Brasseur Lee E. "Semiotics and advertising." Normal, Ill. : Illinois State University, 2003. http://wwwlib.umi.com/cr/ilstu/fullcit?p3115178.

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Thesis (Ph. D.)--Illinois State University, 2003.
Title from title page screen, viewed Jan. 11, 2005. Dissertation Committee: Lee Brasseur (chair), James Kalmbach, Gerald Savage. Includes bibliographical references (leaves 211-218) and abstract. Also available in print.
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Kosumapa, Ampika. "The advertising plan of Toyota Camry for Toyota Motor Thailand Co. Ltd." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2556.

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Vyskočilová, Hana. "Mediální plánování (se zaměřením na plánování tiskových médií)." Master's thesis, Vysoká škola ekonomická v Praze, 2004. http://www.nusl.cz/ntk/nusl-74439.

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One of the main goals of this Master's Thesis was to characterize the process of media planning and its organization, to determine the factors influencing this process and get to know the specifics of print media planning. Diffrent sources of information were used to study the process -- available literature, available analysis of the media market in the Czech Republic and also practical experience of media planners. Another important goal was to propose a media plan Spring 2004 for the Open University Czech Republic o.p.s. The analysis shows that media planning is very complex process involving many individual steps. The starting point is a deep analysis of the company and product. The next important step is then a selection of appropriate media strategy and creation of the the most effective media mix. During the print media planning must be taken into account factors such as the creativity of advertising, its format, campaign timing and the content of communication. In the practical part the Open University media plan for print and electronic media was designed. The media type has been chosen according to the target group of the potential students. The plan is based on the real situation of the company and therefore, together with other proposals for changes of the corporate communication, in the next period feasible.
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Wongtee, Rattanawadee. "The advertising campaign for the Diamond brand, a Thai whisky, focusing on three provinces of Northern Thailand." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2349.

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The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."
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Гузенко, В. Ю. "Організація управління рекламною діяльністю ТОВ «Меркурій – К»." Master's thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/71829.

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У роботі розглянуто теоретичні та практичні основи щодо планування та організації рекламної кампанії для підприємства, що функціонує у сфері торгівельної діяльності. На основі використання наукових літературних та періодичних видань було визначено поняття реклами та рекламної діяльності, встановлено зміст рекламної кампанії та визначено основні напрямки організації рекламних послуг. Проведено характеристику основних носіїв рекламної інформації, якими можуть скористатися торгові підприємства для купівельної активізації споживачів. Проведено аналіз роботи ТОВ «Меркурій – К» по організації та виготовленню рекламної інформації. Визначено зміст рекламних програм та проведено оцінку ефективності рекламної кампанії. Розраховано кошторис рекламної кампанії щодо стимулювання придбання певного виду товару через конкретну торгівельну мережу. Проаналізовано статті затрат на організацію рекламної діяльності та проведено порівняння затратної частини з отриманим результатом. Визначено основні напрямки удосконалення системи розрахунку та оцінки ефективності рекламної кампанії. Виявлено напрямки підвищення ефективності рекламного звернення з урахуванням життєвого циклу товару, який реалізується через визначену торгову мережу.
В работе рассмотрены теоретические и практические основы по планированию и организации рекламной кампании для предприятия, функционирующего в сфере торговой деятельности. На основе использования научных литературных и периодических изданий было определено понятие рекламы и рекламной деятельности, установлено содержание рекламной кампании и определены основные направления организации рекламных услуг. Проведено характеристику основных носителей рекламной информации, которыми могут воспользоваться торговые предприятия для активизации покупательной способности потребителей. Проведен анализ работы ООО «Меркурий - К» по организации и изготовлению рекламной информации. Определено содержание рекламных программ и проведена оценка эффективности рекламной кампании. Рассчитано смету рекламной кампании по стимулированию приобретения определенного вида товара через конкретную торговую сеть. Проанализированы статьи затрат на организацию рекламной деятельности и проведено сравнение затратной части с полученным результатом. Определены основные направления совершенствования системы расчета и оценки эффективности рекламной кампании. Выявлено направления повышения эффективности рекламного обращения с учетом жизненного цикла товара, который реализуется через определенную торговую сеть.
The theoretical and practical bases for planning and organizing an advertising campaign for an enterprise operating in the field of trade activity are considered in the paper. Based on the use of scientific literary and periodicals, the concept of advertising was defined, the content of the advertising campaign was determined and the main directions of the organization of advertising services were determined. The characteristics of the main carriers of advertising information, which can be used by trading enterprises for consumer purchasing activation of consumers, are carried out. The work of LLC "Mercury - K" on the organization and production of advertising information is carried out. The content of advertising programs is determined and the effectiveness of the advertising campaign is evaluated. Estimated advertising campaign to stimulate the purchase of a particular type of goods through a specific trading network. The article analyzes the costs of organizing advertising activity and compares the cost section with the result. The basic directions of perfection of the system of calculation and estimation of efficiency of advertising campaign are determined. The directions of increase of efficiency of advertising appeal with the account of a life cycle of a product which is realized through a certain trading network are revealed.
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Petr, Rostislav. "Komunikační strategie značky Ford." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72174.

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This Thesis examines the communication strategy of the Ford Motor Company in the Czech Republic. The emphasis is on ATL communication and media planning. The theory of the functioning and the workings of commercial communications on consumers' decision-making and the characteristics of available resources (communication and media mix) is the core of this Thesis. The subject of this Thesis is the introduction of the Ford Motor Company ltd. including a portfolio on the offered products and the typology of the target group. This of course includes a brief overview of the history of the Ford Motor Company itself. In addition, this Thesis focuses on the practical usage of the elements of the communication mix and it describes some specific sub-categories in detail. The analytical part is concluded by the evaluation of the effectiveness of the strategy, its time flow and a comparison with competitors. This Thesis is then concluded by summarizing the results and recommendations for possible future improvements.
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Kratochvíl, Oldřich. "Možnosti regionálního mediálního plánování." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193594.

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This thesis summarizes current knowledge of the media planning process. It is focused on the application of theoretical knowledge to practical techniques of regional firms' decisions making about their promotions. Practical part of this thesis analyses the specific potential advertising carriers operating in the Vysocina region. The emphasis is put on finding the carrier's unit which has the same effect for the selected target groups. The output of this thesis is a broader assessment of the advertising market of the Vysocina region and a recommendation for choosing the most appropriate advertising carrier. The most important outcome and significance is the unitary quantification of media indicators' results for media goals' achievement.
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Books on the topic "Advertising media planning"

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B, Baron Roger, ed. Advertising media planning. 6th ed. Chicago: McGraw-Hill, 2002.

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Sissors, Jack Zanville. Advertising media planning. 3rd ed. Lincolnwood, Ill., USA: NTC Business Books, 1989.

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Sissors, Jack Z. Advertising media planning. 3rd ed. Lincolnwood, Ill: N.T.C. Business Books, 1989.

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Sissors, Jack Zanville. Advertising media planning. 4th ed. Lincolnwood, Ill., USA: NTC Business Books, 1993.

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Lincoln, Bumba, ed. Advertising media planning. 5th ed. Lincolnwood, Ill., USA: NTC Business Books, 1996.

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B, Baron Roger, ed. Advertising media planning. 7th ed. New York: McGraw-Hill, 2010.

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W, Jugenheimer Donald, and Turk Peter B, eds. Advertising media sourcebook. 3rd ed. Lincolnwood, Ill., USA: NTC Business Books, 1989.

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Walsh, Michael F. Advertising media decisions. [Washington, D.C.?]: U.S. Small Business Administration, Office of Business Development, 1988.

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Walsh, Michael F. Advertising media decisions. [Washington, D.C.?]: U.S. Small Business Administration, Office of Business Development, 1988.

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Walsh, Michael F. Advertising media decisions. [Washington, D.C.?]: U.S. Small Business Administration, Office of Business Development, 1988.

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Book chapters on the topic "Advertising media planning"

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Turnbull, Sarah. "Media planning." In Absolute Essentials of Advertising, 62–68. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003175551-8.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Social media." In Advertising Media Planning, 204–10. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-30.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Video media." In Advertising Media Planning, 156–63. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-23.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Audio media." In Advertising Media Planning, 164–70. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-24.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Print media." In Advertising Media Planning, 171–82. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-25.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "In-store media." In Advertising Media Planning, 217–24. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-32.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Online display advertising." In Advertising Media Planning, 193–98. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-28.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "How marketing objectives affect communication planning." In Advertising Media Planning, 38–44. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-8.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Learning about media costs." In Advertising Media Planning, 142–50. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-21.

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "The role communication plays in brand support." In Advertising Media Planning, 45–50. 5th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-9.

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Conference papers on the topic "Advertising media planning"

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Liu, Songjiang. "Research on Advertising Planning Innovation against the Background of Media Integration." In 2018 International Conference on Sports, Arts, Education and Management Engineering (SAEME 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/saeme-18.2018.96.

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Shmatov, Georgy. "The Simulation of Efficiency Parameters of Periodical Advertising." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-55.

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With periodic advertisements, the effective scope changes in time as follows: increasing during the flight, and decreasing during a gap in advertising. This gives rise to the following tasks: research into the dependence of the effective scope of the audience on periodic advertisement placement parameters, i.e. flight duration, advertisement gap duration, memory lag; research into the dependence of flight scope on the quantity of intra-flight periods of ad placements, periodic advertisement budget optimisation. These goals can be achieved by media planning mathematical theory methods developed in the author’s earlier research works. This paper describes methods for analysing some indicators of periodic advertising effectiveness developed within the framework of a mathematical media planning theory, in particular the methodology for managing the level of communicative effectiveness of periodic advertising through changes in the duration of advertisement gap, memory lag, the quantity of intra-flight placements. The developed theory enables the analysis and forecast of the maximum, minimum and average audience scopes of periodic advertising depending on parameters of advertising impact intensity, flight duration, and advertisement gap. With the help of the developed methodologies, it is possible to manage the level of communicative effectiveness of periodicals by finding the optimum ratio of the above mentioned parameters. In addition, these techniques make it possible to optimise the budget for periodic advertising. In particular, the research work proposes a technique of quantitative optimisation of periodic advertisement placement parameters; exemplifying the technique of forecasting the value of the effective scope of a flight. The dependencies of the size of the audience coverage on the number of intra-flight periods are obtained. It has been defined that memory lag parameters limit the maximum attainable flight reach. It has been shown that the optimal advertisement budget at a chosen level of advertising impact intensity and at a preset memory lag depends on the ratio between the flight duration and advertisement gap.
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Kirko, V. V. "Analysis of the effectiveness of the time interval within repeated advertisement impression." In V International Scientific Conference «MIP-V-2023: Modernization, Innovations, Progress». Krasnoyarsk Science and Technology City Hall, 2023. http://dx.doi.org/10.47813/mip.5.2023.9.124-128.

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An approach to measuring the effectiveness of time intervals within repeated video advertisement impression on the Internet, based on big data, has been proposed and tested. The conclusions can be served as recommendations for media planning and setting time intervals in advertising systems.
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Chircu, Sorina. "QUALITATIVE ASPECTS REGARDING THE ASSESSMENT OF CORPORATE E-TRAINERS." In eLSE 2014. Editura Universitatii Nationale de Aparare "Carol I", 2014. http://dx.doi.org/10.12753/2066-026x-14-155.

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Marketing specialists are realizing the need to perfect themselves in using online marketing as a priority method to promote their businesses and an ever growing number of young people that are graduating a university wish to start their own business or market one and understand that having a good grasp of digital marketing and how to use it in promoting and selling the company's products and services is essential in succeeding. Although online marketing distinguishes itself as a priority in developing and maintaining a business nowadays, the training offer for digital marketing is very weak. Digital Marketing Institute is a leader in Digital Marketing Education from Dublin, internationally accredited to deliver Digital Marketing training and e-training programs for corporations, also present in Romania since 2013. The program is structured in 10 relevant modules (delivered through videos, webinars and interactive e-workshops): Introduction to Digital Marketing, Search Engine Optimization, Search Engine Marketing, Email marketing, Display Advertising, Social Media Marketing, Mobile Marketing, Web Analytics, Digital Marketing Campaign Planning and is delivered via the Moodle e-learning system. The modules are in video format, webinars and interactive e-workshops, presented by a trainer with expertise in their field. Chat sessions, forum discussions in the Moodle platform are regularly organized between trainers and participants in order to clarify any issues and give practical subject matter advice. The relevancy and utility of the information for attendants depends both on the curriculum as well as the human resources involved in delivering these modules. The present paper aims to identify the way in which the human resources involved in delivering these modules (the online marketing e-trainers) produce new and real digital marketing competences in adults that either choose to convert professionally at the end of their career in a certain field or are young adults aspiring to be entrepreneurs and online marketers. We are assessing the degree of satisfaction of participants in regards to how the e-trainers delivered, judging on criteria such as: Presentation skills, Involvement, Availability (for questions, discussions in the chats, forums and webinars), Professionalism and knowledge level in the field, the trainer's expertise in the field they are teaching. As research methods we have used document analysis and the survey-based research. The target group is formed of 100 adults with ages 24-46. Data evaluation was realized with the help of IBM SPSS, the results having indicated an optimal degree of satisfaction regarding the trainers' delivery of this course and they are very useful for the future improvement of e-teaching methods.
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