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Problemy Upravleniya, 2015, Issue 5, Pages 71–75 (Mi pu939)  
Control in the socio-economic systems

Risk management methods in mass-media advertising

G. A. Shmatov

Ural Federal University, Ekaterinburg
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Abstract: Article presents methods of a quantitative estimation of risks while placing an advertisement in mass-media. It is shown that the theory of media planning usage allows developing a technique of computing advertising placement risk, related to the failure of reaching an advertising impact required to solve the advertising problems.
Keywords: advertising, risk, media planning, optimization, efficiency.
Document Type: Article
UDC: 659.519.2
Language: Russian
Citation: G. A. Shmatov, “Risk management methods in mass-media advertising”, Probl. Upr., 2015, no. 5, 71–75
Citation in format AMSBIB
\Bibitem{Shm15}
\by G.~A.~Shmatov
\paper Risk management methods in mass-media advertising
\jour Probl. Upr.
\yr 2015
\issue 5
\pages 71--75
\mathnet{http://mi.mathnet.ru/pu939}
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  • https://www.mathnet.ru/eng/pu939
  • https://www.mathnet.ru/eng/pu/v5/p71
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