DocumentCode
1609744
Title
ADBUDG Model Optimization and Practical Analysis
Author
Chun Xiang ; Biao, Wang ; Yejun, Wang
Author_Institution
Vocational & Tech. Coll. of Qinhuangdao, Qinhuangdao, China
fYear
2012
Firstpage
423
Lastpage
425
Abstract
If want to keep a market place for their products in an increasingly competitive circumstance, the best way is advertising. Thus, the scientific advertising budget strategic for advertising operation is very valuable and significant. In this paper, the original ADBUDG model is improved by the introduction of two parameters: media efficiency index and ad copy effectiveness index. Using MKENG software to operate the model and analysis, we can find the new model advantages.
Keywords
advertising data processing; budgeting data processing; ADBUDG model optimization; MKENG software; ad copy effectiveness index; advertising operation; decision calculus model; market place; media efficiency index; scientific advertising budget strategic; Advertising; Analytical models; Companies; Indexes; Investments; Media; Optimization; ad copy effectiveness; market share; media efficiency;
fLanguage
English
Publisher
ieee
Conference_Titel
Industrial Control and Electronics Engineering (ICICEE), 2012 International Conference on
Conference_Location
Xi´an
Print_ISBN
978-1-4673-1450-3
Type
conf
DOI
10.1109/ICICEE.2012.118
Filename
6322407
Link To Document