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Optimization of the TV ad planning using mathematical models
Petruška, Tomáš ; Jablonský, Josef (advisor) ; Kalčevová, Jana (referee)
Planning and optimization of TV advertising space in the area of the Czech media market requires a knowledge of features of the problem and systems that are able to suggest the best results from data taken from measurement of TV audience, which is complex and demands special capacity. These results should be obtained (calculated) by using mathematical optimization models. Results depend on the objectives of company. The content of this thesis is to create and implement mathematical models, which serve to solve practical problems about planning advertising space and commercial blocks. The work deals with the characteristics of the television media market, audience measurement, the factors that influence the ratings, as well as an examination of other indicators that are necessary for the planning and optimization of TV advertising. Besides familiarizing the reader with the operations of buying advertising space, this paper`s goal is to demonstrate newly created mathematical models that are applicable to the work of TV channels, media agencies or other companies, which deal with the optimization of the television media market.
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