Optimization of Budget Allocation for TV Advertising
- 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
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.
Keywordsadvertising optimal budget allocation GA
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