Name
Abstract | ||
|---|---|---|
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. |
Year | DOI | Venue |
|---|---|---|
2009 | 10.1007/978-3-642-04592-9_34 | KES (2) |
Keywords | Field | DocType |
tv advertising,budget allocation,optimization algorithm,single source data,optimality criterion,consumer behavior,advertising budget allocation,advertising budget,advertising | Optimality criterion,Advertising,Source data,Computer science,Consumer behaviour,Budget allocation,Optimization algorithm | Conference |
Volume | ISSN | Citations |
5712 | 0302-9743 | 1 |
PageRank | References | Authors |
0.35 | 3 | 4 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Kohei Ichikawa | 1 | 69 | 19.79 |
| Katsutoshi Yada | 2 | 131 | 33.27 |
| Namiko Nakachi | 3 | 1 | 0.35 |
| Takashi Washio | 4 | 1775 | 190.58 |