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.
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Ichikawa, K., Yada, K., Nakachi, N., Washio, T. (2009). Optimization of Budget Allocation for TV Advertising. In: Velásquez, J.D., RĂos, S.A., Howlett, R.J., Jain, L.C. (eds) Knowledge-Based and Intelligent Information and Engineering Systems. KES 2009. Lecture Notes in Computer Science(), vol 5712. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04592-9_34
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DOI: https://doi.org/10.1007/978-3-642-04592-9_34
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-04591-2
Online ISBN: 978-3-642-04592-9
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