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| Author: | Haseborg, F. |
| Title: | Zur Konzeption einer integrierten dynamischen Werbemittel-programm- und Mediabudgetplanung = A concept of an integrated dynamic advertisement media program and media budget planning |
| Journal: | Zeitschrift für Betriebswirtschaft
1990 : SEP, VOL. 60:9, p. 963-986 |
| Index terms: | ADVERTISING ADVERTISING MEDIA ADVERTISING RESEARCH BUDGETING MEDIA RESEARCH PLANNING |
| Language: | ger |
| Abstract: | The paper presents the concept of a system of dynamic market-response models and decision models for integrated copy and media spending planning. Starting point is the subject of dynamic effects of variations in advertising campaigns as well as related problems of measuring and evaluating advertising quality and spending. Main results are (1) a proposition for modelling and measuring dynamic sales response to combined copy and media spending policies and (2) the decomposition of the total planning processes in main and pre planning processes, which is valid for a wide range of problems and can be used as a principle to develop a hierarchical planning system in advertising. Finally, possibilities for model extensions and modifications are discussed. |
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