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. © 2009 Springer Berlin Heidelberg.
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CITATION STYLE
Ichikawa, K., Yada, K., Nakachi, N., & Washio, T. (2009). Optimization of budget allocation for TV advertising. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 5712 LNAI, pp. 270–277). https://doi.org/10.1007/978-3-642-04592-9_34
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