Optimization of Budget Allocation for TV Advertising

Authors:
Kohei Ichikawa;Katsutoshi Yada;Namiko Nakachi;Takashi Washio
Affiliations:
Kansai University, Osaka, Japan 564-8680;Kansai University, Osaka, Japan 564-8680;Kansai University, Osaka, Japan 564-8680;Osaka University, Osaka, Japan 567-0047
Venue:
KES '09 Proceedings of the 13th International Conference on Knowledge-Based and Intelligent Information and Engineering Systems: Part II
Year:
2009

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Adaptation in Natural and Artificial Systems: An Introductory Analysis with Applications to Biology, Control and Artificial Intelligence

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Abstract

This research aims to present an analysis to optimally allocate advertising budgets based on single source data on consumers' views of TV advertising. A model of consumer behavior and an optimality criterion for the advertising budget allocation are proposed together with a GA based optimization algorithm. Through the analysis, we discovered some knowledge to improve the effectiveness of advertising for several products.