Allocation model: a tool to develop effective media plans for Turkey

Elif Deniz Alakavuk and Arzu Tektas

This paper deals with media planning, which is a challenging problem for both academicians and practitioners.

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...

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