Optimization of media planning variables for television based on the advertiser’s industry

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dc.contributor.authorReinares-Lara, Pedro
dc.contributor.authorMartín-Santana, Josefa D.
dc.contributor.authorReinares-Lara, Eva
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2019-03-15
dc.date.available2019-03-15
dc.date.issued2019-03-15
dc.description.abstractDespite evidence of the influence of the industry or product category to which a brand belongs on advertising effectiveness, very few studies have analyzed the advertiser’s industry as a variable influencing the advertising recall. This study aims to analyze the direct effect that the advertised brand’s industry has on unaided advertising recall, as well as the moderating role it plays in the relationship between this recall and the following media planning variables: (1) spot length, (2) the advertising pressure put behind the brand, (3) the position of the commercial break in relation to the program, (4) the advertising clutter of the break (5), indication of the break’s duration, (6) the spot’s relative position in the break, and (7) primacy and recency effects. This study uses an innovative methodology that make it possible to measure spot recall in an environment that had been absolutely adjusted to the real conditions of a television audience. To this end, two sources of information that are usually used independently were combined: (1) audience data provided by the firm Kantar Media; and (2) data from ad-hoc computer-assisted telephone interviews (CATIs) administered to a sample of 2,000 individuals. The results suggest that the advertiser’s industry should be treated as another media planning management variable that can be used to improve a television campaign’s advertising effectiveness. Specifically, advertisers can use it to optimize their management of conventional variables (spot length, spot position, the brand’s advertising pressure, etc.) to achieve maximum recall. Some industries may benefit more than others from qualitative management of the media planning variables. The main contribution of this study is to provide a better understanding of the state of the issue and to establish useful implications in the optimization of media planning for broadcasters, media planners, and advertisers.en
dc.formattext
dc.format.extent17 strancs
dc.identifier.doi10.15240/tul/001/2019-1-013
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.orcid0000-0001-5188-9565 Reinares-Lara, Pedro
dc.identifier.orcid0000-0002-7078-0271 Martín-Santana, Josefa D.
dc.identifier.orcid0000-0002-5320-9268 Reinares-Lara, Eva
dc.identifier.urihttps://dspace.tul.cz/handle/15240/151430
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjecttelevision advertisingen
dc.subjectmedia planning variablesen
dc.subjectadvertiser’s industryen
dc.subjectadvertising recallen
dc.subject.classificationM3
dc.titleOptimization of media planning variables for television based on the advertiser’s industryen
dc.typeArticleen
local.accessopen
local.citation.epage205
local.citation.spage189
local.facultyFaculty of Economics
local.filenameEM_1_2019_13
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue1
local.relation.volume22
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