Development of rules for budget allocation and methods for evaluating media plans for the digital space
The article studies methods of advertising campaign budget allocation in digital space using advertising hypotheses. The author proposes a new approach based on the use of advertising hypotheses as an advertising medium. A form of media plan specifically designed for digital space has been presented...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2023-09-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/4660 |
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| _version_ | 1832541584470573056 |
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| author | D. A. Khokhlov |
| author_facet | D. A. Khokhlov |
| author_sort | D. A. Khokhlov |
| collection | DOAJ |
| description | The article studies methods of advertising campaign budget allocation in digital space using advertising hypotheses. The author proposes a new approach based on the use of advertising hypotheses as an advertising medium. A form of media plan specifically designed for digital space has been presented. Special attention is paid to two types of advertising campaigns: those that pay for clicks or impressions and those that use direct marketing tools (SMS, mobile notifications and email newsletters). A way to evaluate media plan effectiveness has been suggested. The author believes that the main task at the stage of media planning is to determine whether the developed advertising hypothesis is able to achieve the planned indicators. This approach can improve advertising campaigns effectiveness in digital space and ensure more accurate budget allocation. The results of the study can be useful for marketers and advertising agencies, helping them make informed decisions when planning and optimizing advertising campaigns in digital space. |
| format | Article |
| id | doaj-art-ebc70d985f9b4aa1b9108b0c0aa01242 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2023-09-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-ebc70d985f9b4aa1b9108b0c0aa012422025-02-04T08:28:17ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152023-09-010813714710.26425/1816-4277-2023-8-137-1472871Development of rules for budget allocation and methods for evaluating media plans for the digital spaceD. A. Khokhlov0State University of ManagementThe article studies methods of advertising campaign budget allocation in digital space using advertising hypotheses. The author proposes a new approach based on the use of advertising hypotheses as an advertising medium. A form of media plan specifically designed for digital space has been presented. Special attention is paid to two types of advertising campaigns: those that pay for clicks or impressions and those that use direct marketing tools (SMS, mobile notifications and email newsletters). A way to evaluate media plan effectiveness has been suggested. The author believes that the main task at the stage of media planning is to determine whether the developed advertising hypothesis is able to achieve the planned indicators. This approach can improve advertising campaigns effectiveness in digital space and ensure more accurate budget allocation. The results of the study can be useful for marketers and advertising agencies, helping them make informed decisions when planning and optimizing advertising campaigns in digital space.https://vestnik.guu.ru/jour/article/view/4660online advertisingmedia planningdigital marketingadvertising campaign budgeteffectiveness indicators |
| spellingShingle | D. A. Khokhlov Development of rules for budget allocation and methods for evaluating media plans for the digital space Вестник университета online advertising media planning digital marketing advertising campaign budget effectiveness indicators |
| title | Development of rules for budget allocation and methods for evaluating media plans for the digital space |
| title_full | Development of rules for budget allocation and methods for evaluating media plans for the digital space |
| title_fullStr | Development of rules for budget allocation and methods for evaluating media plans for the digital space |
| title_full_unstemmed | Development of rules for budget allocation and methods for evaluating media plans for the digital space |
| title_short | Development of rules for budget allocation and methods for evaluating media plans for the digital space |
| title_sort | development of rules for budget allocation and methods for evaluating media plans for the digital space |
| topic | online advertising media planning digital marketing advertising campaign budget effectiveness indicators |
| url | https://vestnik.guu.ru/jour/article/view/4660 |
| work_keys_str_mv | AT dakhokhlov developmentofrulesforbudgetallocationandmethodsforevaluatingmediaplansforthedigitalspace |