Daria Gunina, Vladislav Bína, Tomáš Kincl
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MANAGERIAL PLANNING: HOW SCHEDULING INFLUENCES TV ADVERTISING EFFECTIVENESS
Abstract: 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.
Keywords: advertising management, commercial breaks, exposure, marketing communication, media scheduling