IDEAS home Printed from https://ideas.repec.org/a/scn/009530/16087131.html
   My bibliography  Save this article

Risk management methods in mass-media advertising

Author

Listed:
  • ШМАТОВ ГЕОРГИЙ АРТЕМОВИЧ

    (Уральский федеральный университет)

Abstract

Изложены методы количественной оценки рисков размещения рекламы в СМИ. Показано, что применение теории медиапланирования позволяет разработать методику вычисления рисков размещения рекламы, связанных с недостижением необходимой для решения рекламных задач интенсивности рекламного воздействия.Article presents methods of a quantitative estimation of risks while placing an advertisement in mass-media. It is shown that the theory of media planning usage allows developing a technique of computing advertising placement risk, related to the failure of reaching an advertising impact required to solve the advertising problems.

Suggested Citation

  • Шматов Георгий Артемович, 2015. "Risk management methods in mass-media advertising," Проблемы управления, CyberLeninka;Общество с ограниченной ответственностью "СенСиДат-Контрол", issue 5, pages 71-75.
  • Handle: RePEc:scn:009530:16087131
    as

    Download full text from publisher

    File URL: http://cyberleninka.ru/article/n/risk-management-methods-in-mass-media-advertising
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:scn:009530:16087131. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CyberLeninka (email available below). General contact details of provider: http://cyberleninka.ru/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.