English, Article, Journal or magazine article edition: Internet media planning : an optimization model LEE, Janghyuk; KERBACHE, Laoucine

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Bookmark: http://trove.nla.gov.au/version/22850
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Internet media planning : an optimization model
Author
  • LEE, Janghyuk
  • KERBACHE, Laoucine
Physical Description
  • preprint
Notes
  • 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. In this article, the authors propose 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. The authors test the model with data provided by KoreanClick, a Korean market research company that specializes in internet audience measurement. The optimal durations for the subject sites provide some useful insights. The findings contrast with current web media planning practices, and the authors demonstrate the potential savings that could be achieved if their approach were applied.
  • media planning; optimization; advertising repeat exposure; probability distribution; internet
  • RePEc:ebg:heccah:0806
Language
  • English
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