Towards a Normative Theory of Advertising Media Planning: A Case Study of the Cable Television Industry
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.
Business Administration, Management, Mass Communications
University of Illinois - Urbana-Champaign
Networked Digital Library of Theses and Dissertations
University of Illinois at Urbana-Champaign