Optimal media planning for multi-products in segmented market

Jha, Prakash C.; Aggarwal, Remica; Gupta, Anshu

doi:10.1016/j.amc.2010.12.111

Cited by 23 publications

(16 citation statements)

References 16 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…An essential part of advertising is the creation and promotion of brands. Almost all organizations are engaged in some form of promotion (Jha et al, 2011) which means they are always looking for advertising agencies to publicize their brands and to introduce their new products/services by matching their advertising messages with their marketing strategies and their organizational goals. Nowadays, the way that the advertising message is delivered has become more important than the message itself (Fruchter et al, 2011).…”

Section: Introductionmentioning

confidence: 99%

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Ansari¹,

Riasi²

2016

IBR

View full text Add to dashboard Cite

The purpose of this study is to identify the factors that affect advertising effectiveness and to investigate the effects of these factors on advertising success. Using a sample of 252 customers the study identified seven factors that affect brand advertising success and effectiveness, namely, advertising message and creativity, advertising media selection, market research, competitiveness, market share, uniqueness, and customer relationship. Path analysis and structural equation modelling (SEM) were used in order to test the proposed conceptual model of the study. The results revealed that advertising media selection has the strongest relationship with brand advertising success and effectiveness and can be considered as the most important factor affecting advertising effectiveness. The second and the third most important factors affecting advertising success were found to be advertising message/creativity and customer relationship. The results also indicated that although competitiveness impacts brand advertising success and effectiveness it is the least important factor among the seven factors identified in this study. Establishing appropriate relationships with customers and other stakeholders in order to understand their needs and demands is an important step toward improving the chances of brand advertising success and effectiveness. These relationships will also help the organizations to design their promotional campaigns according to the characteristics of their target customers which will contribute to the cumulative effectiveness of their brand advertisements.

show abstract

Section: Introductionmentioning

confidence: 99%

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Ansari¹,

Riasi²

2016

IBR

View full text Add to dashboard Cite

show abstract

“…The optimal media planning for segmented market for single as well as multiple products etc. has been proposed by Jha et al [10,11].…”

Section: Literature Surveymentioning

confidence: 99%

“…A media planning model that assists a firm in determining the optimal media mix for a product advertised in a segmented market. The model determines the number of advertisements to be placed in different segment specific media as well as mass media [10,11].…”

Section: Literature Surveymentioning

confidence: 99%

Sustainable Advertising based Optimal Media Selection for Segmented Market

C.¹,

Aggarwal²,

P³

et al. 2019

IJCA

Self Cite

View full text Add to dashboard Cite

Promotion or advertising is an important form of marketing and an imperative phenomenon from time immortal to gain success over the competitors . It is gradually changing to sustainable or green marketing which encompasses various possible aspects ranging from ecological to economic to sustainability. The case in the present paper consists of introducing a new FMCG product in the potential market . The multiple objectives include maximizing the uncertain advertising media reach for different media options subject to the constraints associated with the different processes of advertising and advertising budget constraints. Sustainable media options chosen are recyclable paper print media and website media. The problem is formulated as the multiple conflicting objectives optimization problem which can be solved using Non pre-emptive goal programming approach.

show abstract

“…The objective was to maximise the reach of each media in the target segments within the available advertising resources. Jha et al [20] further explored the model for media planning of multiple products. The dynamic behaviour of the market was considered in the media-planning model by Aggarwal et al [21].…”

Section: Literature Reviewmentioning

confidence: 99%

Multi-product dynamic advertisement planning in a segmented market

Aggarwal

Gupta

Kaul

et al. 2017

YUGOSLAV J OPERATION

Self Cite

View full text Add to dashboard Cite

In this paper, a dynamic multi-objective linear integer programming model is proposed to optimally distribute a firm's advertising budget among multiple products and media in a segmented market. To make the media plan responsive to the changes in the market, the distribution is carried out dynamically by dividing the planning horizon into smaller periods. The model incorporates the effect of the previous period advertising reach on the current period (taken through retention factor), and it also considers crossproduct effect of simultaneously advertising different products. An application of the model is presented for an insurance firm that markets five different products, using goal programming approach.

show abstract

Optimal media planning for multi-products in segmented market

Cited by 23 publications

References 16 publications

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Sustainable Advertising based Optimal Media Selection for Segmented Market

Multi-product dynamic advertisement planning in a segmented market

Contact Info

Product

Resources

About