Title :
ADBUDG Model Optimization and Practical Analysis
Author :
Chun Xiang ; Biao, Wang ; Yejun, Wang
Author_Institution :
Vocational & Tech. Coll. of Qinhuangdao, Qinhuangdao, China
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;
Conference_Titel :
Industrial Control and Electronics Engineering (ICICEE), 2012 International Conference on
Conference_Location :
Xi´an
Print_ISBN :
978-1-4673-1450-3
DOI :
10.1109/ICICEE.2012.118
