2009 | OriginalPaper | Buchkapitel
Optimization of Budget Allocation for TV Advertising
verfasst von : Kohei Ichikawa, Katsutoshi Yada, Namiko Nakachi, Takashi Washio
Erschienen in: Knowledge-Based and Intelligent Information and Engineering Systems
Verlag: Springer Berlin Heidelberg
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This research aims to present an analysis to optimally allocate advertising budgets based on single source data on consumers’ views of TV advertising. A model of consumer behavior and an optimality criterion for the advertising budget allocation are proposed together with a GA based optimization algorithm. Through the analysis, we discovered some knowledge to improve the effectiveness of advertising for several products.