Optimization of Budget Allocation for TV Advertising

  • Kohei Ichikawa
  • Katsutoshi Yada
  • Namiko Nakachi
  • Takashi Washio
Conference paper

DOI: 10.1007/978-3-642-04592-9_34

Volume 5712 of the book series Lecture Notes in Computer Science (LNCS)
Cite this paper as:
Ichikawa K., Yada K., Nakachi N., Washio T. (2009) Optimization of Budget Allocation for TV Advertising. In: Velásquez J.D., Ríos 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

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.

Keywords

advertising optimal budget allocation GA 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Kohei Ichikawa
    • 1
  • Katsutoshi Yada
    • 1
  • Namiko Nakachi
    • 1
  • Takashi Washio
    • 2
  1. 1.Kansai UniversityOsakaJapan
  2. 2.Osaka UniversityOsakaJapan