Internet Media Planning: An Optimization Model
- Tags:
- Advertisement,
- Groupe HEC,
- Internet,
- Media,
- Optimization
- Source:
- Groupe HEC
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Overview: Of the various media vehicles available for advertising, the Internet is the latest and the most rapidly growing, emerging as the ideal medium to promote products and services in the global market. This article proposes an Internet media planning model whose main objective is to help advertisers determine the return they obtain from spending on Internet advertising. Using available data such as Internet page view and advertising performance data, the model contributes to attempts not only to optimize the Internet advertising schedule but also to fix the right price for Internet advertisements on the basis of the characteristics of the exposure distribution of sites.
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Format: PDF | Size: 400KB | Date: Dec 2004 | Pages: 31
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