Towards a Normative Theory of Advertising Media Planning: A Case Study of the Cable Television Industry
type: CreativeWork
description: The absence of a comprehensive theory of media planning remains a distinct problem for those involved in this aspect of advertising, precluding their ability to know what can be done to create media plans that predict precisely advertising's effects on the target audience. To understand fully the media planning process one must consider the marketing situation, advertising situation, and media planning strategy, and tactics, the latter involving advertising and media research, schedule evaluation and optimization, and media appropriations.
abstract: The absence of a comprehensive theory of media planning remains a distinct problem for those involved in this aspect of advertising, precluding their ability to know what can be done to create media plans that predict precisely advertising's effects on the target audience. To understand fully the media planning process one must consider the marketing situation, advertising situation, and media planning strategy, and tactics, the latter involving advertising and media research, schedule evaluation and optimization, and media appropriations.
author: Katz, Helen Emily
language: eng
keywords: Business Administration, Management, Mass Communications
date published: 2015-05-13T15:38:34Z
date modified: 2026-07-22T22:26:10Z
provider: University of Illinois - Urbana-Champaign
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Illinois at Urbana-Champaign

PropertyValue
property ID: Handle
value: http://hdl.handle.net/2142/77302