Abstract:

Allocating advertising in time is an important operational process in the television business in order to effectively fulfil the marketing goals of clients. Different organizations have different approaches to advertising in terms of time dimensions and size. Some of these approaches may be the result of implementing recommendations of normative studies. In normative literature from the 20th century, several authors emerged who inquired into constant progression of advertising campaigns at the time (Zielske, 1959, Sasieni, 1971, Sasie) connected to the study, which highlight the pulse strategy of advertising placement at the optimal time (Mahajan and Muller, 1986, Mesak, 1992, Park and Hahn, 1991, Villas-Boas, 1993, Naik et al., 1998, Freimer and Horsky, 2012, Aravindakshan and Naik, 2015).