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題 名 | 廣告預算與媒體分配決策整合模式之研究=A Study on the Decision Model for Integrating Advertising Budget with Media Allocation |
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作 者 | 周世玉; | 書刊名 | 國立中興大學臺中夜間部學報 |
卷 期 | 3 1997.11[民86.11] |
頁 次 | 頁435-457 |
分類號 | 497 |
關鍵詞 | 廣告預算; 媒體分配; 層級式生產規劃模式; 敏感度分析; Advertising budget; Media allocation; Hierarchical production planning sensitivity analysis; |
語 文 | 中文(Chinese) |
中文摘要 | Parsons( 1992 )指出行銷的黃金年代已結束,廣告與促銷又將是成本刪減的最 後防線,一旦刪減廣告預算支出將危及公司的生存。本研究以層級式生產計畫之數學規劃理 論為基礎,提出整合廣告預算與媒體分配決策的方法。整合模式分成兩階段求解:在階段一 ,應用線性規劃方法, 輔以 LINDO 軟體在各媒體型態使用次數之上下限及各媒體型態需創 造的銷售額限制下,尋求最小廣告預算及各媒體型態之最佳使用次數;在階段二,應用本研 究撰寫之程式,在各媒體型態之各種可使用媒體工具之使用次數上下限,經由分配上一層級 之最適媒體型態使用次數,求出最小媒體工具總成本。 |
英文摘要 | Parsons (1992) indicated that the golden age of marketing had come to an end. Advertising and promotion expenditures are the last two items on the cost reduction list, however, if they were eliminated, the survival of a company will be challenged. In this study, An integrated model for making advertising budget and media allocation decisions is proposed on the basis of hierarchical production planning mathematical programming model. The integrated model involves two stages: (1) In stage 1, traditional linear programming approach is employed. Confined by the number of using of all media types and minimum sales needed to achieve by every media type, the LINDO software is used to obtain the optimal advertising budget and number of using of media types. (2) In stage 2, under the constraints of the number of using of certain media tools for a particular media type as well as the number of using of this media type obtained from previous stage, a computer program is used to obtain the optimal costs of media tools using based on the algorithm proposed by this study. |
本系統中英文摘要資訊取自各篇刊載內容。