跨媒体之间广告投入分配方案设计_吴正鹏.Image.Marked.pdfVIP

跨媒体之间广告投入分配方案设计 Cross media advertising budget allocation methodology 作者 Author _ 吴正鹏 Wu Zhengpeng 张辉 Zhang hui 符梦瑶 Fu Mengyao 丁俊杰 Ding Junjie | 摘　　　要 | 当公司推出某一产品时，广告总会成为最主要的营销手段之一。随着时代的发展，科技的进步，广告的形式、方案 和传播载体也越来越多样化，其中以网络媒体为代表的新媒体也在日益兴起。互联网始于20 世纪60 年代末的美国， 20 世纪80 年代开始进入我国，互联网以其传播速度快、覆盖区域广的特点蓬勃发展，现在已成为许多广告商青睐 的对象。在人们逐渐认识到新媒体的这些优点时，媒体的选择就变得更加多样化了。而如何在混合媒体中合理有效 地进行广告投放，从而使利润尽可能地达到最大化，就成为困扰众多广告商的难题之一。针对这个问题，已经有众 多学者进行了大量的研究。在此基础上，本文分析了跨媒体之间广告投入分配方案，即混合媒体广告投放的最优化 模型。这里的混合媒体就是把传统媒体和新媒体看成一个整体，以这个整体为背景进行广告投放，从而使利润达到 最大。该方案中的模型是集同种媒体内的交互作用和异种跨媒体间的交互作用为一体的最优化模型。 | 关　键　词 | 最优分配 广告 新媒体 交互作用 营销预算 | ABSTRACT | When a company has a new merchandise, advertising is always one of the most effective marketing ways. With the development of times and technology, the ways of advertising are more and more multiple. Meanwhile, the Internet, in behalf of the new media, is arising. The Internet began in America from 1960s and in 1980s it appeared in China. Moreover, the Internet has absolved thousands of advertisers with the advantages of spreading and effecting. However, multiple media ways also bring problems to the market. For example, how do the advertisers allocate their budget to make the company get more profits? Then, lots of researchers gave their hypotheses. In this paper we introduce a new way of allocating model-- over multiple media advertising. The multiple media includes new and old media and in our paper, we analyze the whole multiple media to get the maximum profits. This optimal model incorporates within- media synergies and cross-media synergies and allows interactions among various media. | KEY WORDS | Optimal all