Allocation Model:
A tool to develop effective media plans for Turkey
Arzu TektasandElif Deniz AlakavukBogazii University
INTRODUCTION
Social sciences and statistics provide extensive information on the characteristics of media and their audiences. However, quantitative data alone do not fully represent the real experience of 'media consumption' since audiences are totally sovereign and unpredictable in their consumption behaviour and decision making. Besides, media planners are further challenged by everincreasing media options, audience fragmentation and increasing costs (Bovee et al. 1995). These factors make media planning an intellectual and imaginative task (Donnelly 1996) necessitating a decision support system which...