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Title: Evaluation model of advertising engineering inforamtion [sic] information
Authors: Ashkar, Elie
Advisors: Semaan, Nabil 
Subjects: Advertising--Engineering
Issue Date: 2017
Proper media planning is crucial for the success of any media campaign. Media planners, take months doing research to be able to select the adequate advertising mediums for their campaign, as well as getting the best price offerings, ahead of the launch of their media campaign. The advertising industry constitutes today a {dollar}600 billion market. This rapid growth of this industry is due to more companies grasping the importance of marketing and advertising, and to the rapid technological evolvement in all the advertising mediums, which made it at the same team easier and harder for advertisers to properly choose their media campaigns advertising mediums. The aim of this research is to develop a model that allow all types of advertisers to have clear Figures on the total cost of their media campaigns, as well as the number of engaged viewers, also known as "efficient reach", reached by this campaign, by showing how the pricing of the advertising services differs with the quantity used in the campaign, as well as how the efficiency of the campaign, in terms of engaging its viewers, changes when the size of the campaign changes. The model gives a good amount of details on the advertising mediums, namely, Outdoor Media, Social Media and SMS Marketing. It provides its users with a substantial amount information on the pricing and performance of the most popular advertising "services" of the advertising mediums mentioned above. This research also, guides the advertiser effectively on choosing the amount of weight to put on each advertising service, by giving him a clear view of the advertising mediums and services user preference, which in fact, is another Figure of what makes the masses engaged.
Includes bibliographical references (p. 59-60).

Supervised by Dr. Nabil Semaan.
Rights: This object is protected by copyright, and is made available here for research and educational purposes. Permission to reuse, publish, or reproduce the object beyond the personal and educational use exceptions must be obtained from the copyright holder
Ezproxy URL: Link to full text
Type: Project
Appears in Collections:UOB Theses and Projects

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