MANAGERIAL PLANNING: HOW SCHEDULING INFLUENCES TV ADVERTISING EFFECTIVENESS
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2018, Vol 8, Issue 1
Abstract
Th e purpose of this research is to analyse the scheduling factors and their infl uence on TV advertising eff ectiveness. We deployed a quantitative approach based on a complete data set of advertisements aired on Czech TV in 2016 and 2017 for constructing a regression model. In contrast to several previous studies, our fi ndings indicate that most analysed variables have only a negligible infl uence (length of spot, length of break, number of spots, position in break, category, day of the week, week, year, and interaction of week and year) on TV advertising exposure, while only the type of programme, daypart and TV channel show a relevant impact on advertising exposure.
Authors and Affiliations
Daria Gunina, Vladislav Bína, Tomáš Kincl
Keywords
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- EP ID EP611038
- DOI 10.7251/EMC1802188G
- Views 98
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