Optimal Internet Media Selection

In this study we develop a method that optimally selects online media vehicles and determines the number of advertising impressions that should be purchased and then served from each chosen website. As a starting point, we apply Danaher's [Danaher, P. J. 2007. Modeling page views across multipl...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2010-03, Vol.29 (2), p.336-347
Hauptverfasser:	Danaher, Peter J., Lee, Janghyuk, Kerbache, Laoucine
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising campaigns Advertising media Advertising revenue Analysis Audiences Binomial distribution Business administration domain_shs.gestion.man-op Fixed costs Humanities and Social Sciences Internet Internet marketing Internet/Web advertising Marketing Mathematical optimization media Media planning & buying Methods Objective functions Online advertising Optimization Optimization algorithms Political campaigns probability models Proprietary Schedules Scheduling Search engines Software Sponsored search Studies Websites
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