scholarly journals On Planning Periodic Advertising

2019 ◽  
pp. 364-373
Author(s):  
Georgy Shmatov
Keyword(s):  
Performance Indicators ◽  
Planning Theory ◽  
Media Planning ◽  
Efficiency Criterion ◽  
Flight Duration ◽  
Optimal Ratio ◽  
Communicative Efficiency ◽  
Changes Over Time ◽  
Maximum Minimum ◽  
Advertising Efficiency

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.

scholarly journals The Simulation of Efficiency Parameters of Periodical Advertising

2020 ◽  
Author(s):  
Georgy Shmatov ◽  
Keyword(s):  
Mathematical Theory ◽  
Research Work ◽  
Planning Theory ◽  
Advertising Effectiveness ◽  
Optimum Ratio ◽  
Media Planning ◽  
Flight Duration ◽  
Maximum Minimum ◽  
Communicative Effectiveness

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.

Tracing the evolution of advertising account planning

2019 ◽  
Vol 12 (3) ◽  
pp. 285-303
Author(s):  
Park Beede
Keyword(s):  
Design Methodology ◽  
Historical Analysis ◽  
Planning Theory ◽  
Time Analysis ◽  
Content Type ◽  
Thematic Content Analysis ◽  
Functional Roles ◽  
The Future ◽  
Account Planning ◽  
Changes Over Time

Purpose This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment. Design/methodology/approach The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time. Findings The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented. Originality/value This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.

scholarly journals Identifying Metrics That Matter: What Are the Real Key Performance Indicators (KPIs) That Drive Consumer Behavior?

2013 ◽  
Vol 5 (2) ◽  
pp. 46-52
Author(s):  
Martin R. Lautman ◽  
Koen Pauwels
Keyword(s):  
Performance Indicators ◽  
Success Factors ◽  
Single Point ◽  
Marketing Research ◽  
Var Models ◽  
Lag Effects ◽  
Time Modeling ◽  
Changes Over Time ◽  
The Impact ◽  
Auto Regression

Abstract Vector auto regression (VAR) is a form of econometric modeling that is receiving increased attention in marketing research applications. It is used to observe whether potentially relevant indicators have a real impact on sales or success factors. Compared with correlation, regression and conjoint techniques, VAR models are superior because they are able to show the impact of changes over time on the basis of real business data. The research shows how VAR models are applied in different marketing settings. VAR models can filter relevant metrics from a whole set of potentially relevant performance indicators and quantify the sales impact of each variable. They further observe lead and lag effects that cannot be tracked when measurement is conducted at a single point in time. Modeling can be performed on competitive brands as well. VAR models also make it possible to test whether the same success factors that drive a category also drive the sales of each of the brands in that category.

scholarly journals ORGANIZATIONAL AND MANAGERIAL ASPECTS OF ECONOMIC EFFICIENCY OF ENTERPRISES (FOR EXAMPLE, SEAPORTS)

2020 ◽  
Vol 5 (5) ◽  
pp. 32
Author(s):  
Yevhenia Boiko ◽  
Olena Ishchenko ◽  
Yuliia Barabanova
Keyword(s):  
Performance Indicators ◽  
Evaluation Criteria ◽  
State Regulation ◽  
Point Of View ◽  
Sufficient Information ◽  
Efficiency Criterion ◽  
The Sustainable Development ◽  
International Transport ◽  
Integral Assessment ◽  
Maritime Infrastructure

It is established that maritime infrastructure is an important component of the economy of Ukraine, the effective functioning of which is a necessary factor of the determination of Ukraine as a maritime state, the sustainable development of its transport and road complex. It is proved that the efficiency of ports is of utmost importance for the economy of Ukraine, as more than 60% of the Ukrainian products are exported by sea. A more detailed analysis of the efficiency of the seaports is important not only from the commercial point of view of Ukraine as a whole and one particular seaport, but also from the point of view of economic policy in the port industry. It is proved that there is an urgent need to introduce effective and timely reforms of the maritime economy, based on the identification of a complex of factors influencing the processes of strategic development of seaports of Ukraine and aimed at improving the system of management of state-owned enterprises, taking into account world experience, upswinging state regulation of port business, improving the competitiveness of the port business, upgrading the role of maritime transport in using the potential of international transport corridors. The variants of the efficiency criterion of the seaport have been developed, allowing to evaluate the activity of the port in different conditions and to compare the activity of different ports with each other. The efficiency of the criteria is checked, their interrelation is shown and recommendations for their calculation are given. With the help of the offered criteria work efficiency of the Ukrainian and foreign ports is compared, ways of development of the Ukrainian ports are specified. An analysis of the publications and studies carried out on the topic of evaluating port performance shows that most researchers pay attention to economic evaluation criteria. Technical criteria for the port's operational efficiency are considered less frequently and in many cases are not adapted for integral assessment due to the lack of sufficient information. The main aim of the article is to compare the performance of the Ukrainian and foreign ports. Research objectives: to develop objective in-kind performance indicators for ports, allowing them to evaluate port activities in different conditions and compare the activities of different ports with each other; to check the operability of port performance indicators; to compare the performance of Ukrainian and foreign ports with each other using the proposed natural indicators.

SUMMARIZED COMPARATIVE ASSESSMENT OF PERFORMANCE BOILER EQUIPMENT

2016 ◽  
Vol 6 (2) ◽  
pp. 140-146
Author(s):  
Aleksey G. SALOV ◽  
Anna A. GAVRILOVA ◽  
Yuliya V. CHIRKOVA ◽  
Lyaisan A. SAGITOVA
Keyword(s):  
Performance Indicators ◽  
Comparative Assessment ◽  
Pollutant Emissions ◽  
Actual State ◽  
Data Envelopment ◽  
Efficiency Criterion ◽  
Multi Criteria Evaluation ◽  
Electricity Costs ◽  
Energy Equipment

The article analyses the method of evaluating the comparative effectiveness of the equipment, taking into account the expanded set of characteristics of the energy equipment using the method of multi-criteria evaluation DEA (data envelopment analysis). Generalized performance indicators characterizing the efficiency (efficiency, fuel and electricity costs), ecological (pollutant emissions) and technology (temperature of the exhaust gases, vacuum deviation from the desired in the furnace) are formed. It is compiled global efficiency criterion that allows to comprehensively assess the quality of the work on the set of all partial criteria of equipment. The application of this method on the example of boiler TP-230. Using DEA method to optimize the choice of modes of operation of boilers in accordance with their actual state.

Symmetric Fuzzy Prediction of Cutting Force Uncertainty Based on Maximum-Minimum and Mean Values

2004 ◽  
Vol 471-472 ◽  
pp. 335-338 ◽  
Author(s):  
W.P. Wang ◽  
K.S. Hu
Keyword(s):  
Cutting Force ◽  
Prediction Models ◽  
Least Square ◽  
Planning Theory ◽  
Test Results ◽  
Mean Values ◽  
Fuzzy Models ◽  
Least Square Regression ◽  
The Given ◽  
Maximum Minimum

In this paper, on the basis of the conception of symmetric fuzzy number and linear planning theory as well as the maximum-minimum and mean values of the measured cutting force, two fuzzy prediction models of cutting force uncertainty are constructed. The test results show that the proposed fuzzy models can validly predict the variation ranges of cutting force uncertainty for the given cutting conditions, and better express the uncertainty of cutting force than the empirical model from the least square regression.

Performance indicators for student services

1990 ◽  
Vol 18 (1) ◽  
pp. 3-12 ◽  
Author(s):  
Sally Aldridge ◽  
David Legge
Keyword(s):  
Student Services ◽  
Performance Indicators

Comparison of two devices for measuring exercise transcutaneous oxygen pressures in patients with claudication

VASA ◽  
2015 ◽  
Vol 44 (5) ◽  
pp. 355-362 ◽  
Author(s):  
Marie Urban ◽  
Alban Fouasson-Chailloux ◽  
Isabelle Signolet ◽  
Christophe Colas Ribas ◽  
Mathieu Feuilloy ◽  
...  
Keyword(s):  
Oxygen Pressure ◽  
Optical Sensors ◽  
Chemical Sensors ◽  
Transcutaneous Oxygen ◽  
Starting Values ◽  
Two Systems ◽  
Transcutaneous Oxygen Pressure ◽  
New Sensors ◽  
Changes Over Time ◽  
Over Time

Abstract. Summary: Background: We aimed at estimating the agreement between the Medicap® (photo-optical) and Radiometer® (electro-chemical) sensors during exercise transcutaneous oxygen pressure (tcpO2) tests. Our hypothesis was that although absolute starting values (tcpO2rest: mean over 2 minutes) might be different, tcpO2-changes over time and the minimal value of the decrease from rest of oxygen pressure (DROPmin) results at exercise shall be concordant between the two systems. Patients and methods: Forty seven patients with arterial claudication (65 + / - 7 years) performed a treadmill test with 5 probes each of the electro-chemical and photo-optical devices simultaneously, one of each system on the chest, on each buttock and on each calf. Results: Seventeen Medicap® probes disconnected during the tests. tcpO2rest and DROPmin values were higher with Medicap® than with Radiometer®, by 13.7 + / - 17.1 mm Hg and 3.4 + / - 11.7 mm Hg, respectively. Despite the differences in absolute starting values, changes over time were similar between the two systems. The concordance between the two systems was approximately 70 % for classification of test results from DROPmin. Conclusions: Photo-optical sensors are promising alternatives to electro-chemical sensors for exercise oximetry, provided that miniaturisation and weight reduction of the new sensors are possible.

Neuropsychological Symptoms in Posttraumatic Stress Disorder and Changes Over Time

2007 ◽  
Author(s):  
Miranda Olff ◽  
Mirjam Nijdam ◽  
Kristin Samuelson ◽  
Julia Golier ◽  
Mariel Meewisse ◽  
...  
Keyword(s):  
Posttraumatic Stress Disorder ◽  
Posttraumatic Stress ◽  
Stress Disorder ◽  
Neuropsychological Symptoms ◽  
Changes Over Time ◽  
Over Time
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