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.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Speech Communication

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2015

Author dc:creator

• Katz, Helen Emily

Contributors dc:contributor

• Lancaster, Kent M.,

• Business Administration, Management
• Mass Communications

Language dc:language

eng

Identifier

(UMI)AAI8823162

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/77302