MANAGERIAL PLANNING: HOW SCHEDULING INFLUENCES TV ADVERTISING EFFECTIVENESS

Daria Gunina, Vladislav Bína, Tomáš Kincl

Апстракт


The purpose of this research is to analyse the scheduling factors and their influence on TV advertising effectiveness. We deployed a quantitative approach based on a complete data set of advertisements aired on Czech TV in 2016 and 2017 for constructing a regression model. In contrast to several previous studies, our findings indicate that most analysed variables have only a negligible influence (length of spot, length of break, number of spots, position in break, category, day of the week, week, year, and interaction of week and year) on TV advertising exposure, while only the type of programme, daypart and TV channel show a relevant impact on advertising exposure.

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DOI: http://dx.doi.org/10.7251/EMC1802188G

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ISSN 2232- 8823          EISSN 2232-9633

UDK: 33

IZDAVAČ:
Panevropski univerzitet “APEIRON”
FAKULTET POSlOVNE EKONOMIJE
Pere Krece 13, 78102 Banja Luka, BiH/RS
www.apeiron-uni.eu

Odgovorno lice izdavača:
DARKO Uremović

Urednik izdavača:
ALEKSANDRA Vidović

Glavni i odgovorni urednik:
Zorka Grandov

Urednik:
SANEL Jakupović

Uređivački odbor / International members:

Prof. Dr. Esad Jakupovic, academic, Pan - European University Apeiron Banja Luka, Bosnia and Herzegovina
Prof. Dr. Zoran Avramovic, academic, Pan European University Apeiron Banja Luka, Bosnia and Herzegovina
Prof. Dr. Vuk Ognjanović, Faculty of Transportation, communications and logistics, Berane, Montenegro
Prof. Heri Bezić, Dean, Faculty of Economics, University of Rijeka, Croatia
Prof. Dr. Vinko Kandžija, Faculty of Economics, University of Rijeka, Croatia
Prof. Dr. Vlatka Bilas, University of Zagreb, Faculty of Economics, Croatia
Doc. Dr Anica Hunjet, University North, Varazdin, Croatia
Prof. Dr. Mirko Tripunovski, dean, FON University in Skopje, Macedonia
Prof. Dr. Bojan Rosi, Dean, Faculty of Logistics Celje, University of Maribor, Slovenia
Prof. Dr. Nenad Vunjak, Dean, Faculty of Economics in Subotica, University of Novi Sad, Serbia
Prof. Dr Slađana Barjaktarović - Rakocevic, Vice Dean, Faculty of Organizational Sciences (FON), Belgrade, Serbia
Prof. Dr. Kıymet Tunca Caliyurt, Trakya University Edirne, Turkey


Redakcijski odbor:

MARKO Laketa, Panevropski univerzitet Apeiron, BiH
ALEKSANDRA Vidović, Panevropski univerzitet Apeiron, BiH
DRAGAN Kolev, Panevropski univerzitet Apeiron, BiH
MAJA Đokić, Panevropski univerzitet Apeiron, BiH
JANA Aleksić, Panevropski univerzitet Apeiron, BiH
NINA Uremović, Panevropski univerzitet Apeiron, BiH
VANJA Sredojević, Panevropski univerzitet Apeiron, BiH
ŽIVANA Kljajić, Panevropski univerzitet Apeiron, BiH


Sekretar i tehnička podrška:
MARICA Banović

Lektor srpskog jezika:
TANJA Ančić

Lektor engleskog jezika:
STOJANKA Radić

Tehnički urednik:
SRETKO Bojić

Web dizajn:
SINIŠA Kljajić

Štampa:
Art-print, Banja Luka

Tiraž:
300

Indexed in: LICENSE AGREEMENT, 3.22.12. EBSCO Publishing Inc., Current Abstracts
ip-science.thomsonreuters.com
ebscohost.com
indexcopernicus.com
citefactor.org/contact

scholar.google.com
doisrpska.nub.rs
crossref.org
road.issn.org
erihplus.nsd.no 

 

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