Determining the optimal return on investment for an advertising campaign

被引：31
作者：
Danaher, PJ [1 ]
Rust, RT [1 ]
机构：
[1] VANDERBILT UNIV,OWEN GRAD SCH MANAGEMENT,NASHVILLE,TN
来源：
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH | 1996年 / 95卷 / 03期
关键词：
advertising; beta-binomial; media planning; optimization;
D O I：
10.1016/0377-2217(95)00319-3
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
In this this paper we adopt the point of view that advertising is an investment, and propose a simple formula for calculating the level of media spending which maximizes the return on investment. The information which must be supplied for the calculation is commonly available, and we express the optimal expenditure level in terms which are meaningful to media planners. We show that when maximizing return on investment not all of the allocated media budget should be spent.
引用
收藏
页码：511 / 521
页数：11
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