短期广告行为中广告投放的最优化投资策略  

Optimization Strategy for Advertisement Delivery in Short Term

作　　者：韩相仪 

机构地区：[1]中国农业银行,中国北京100000

出　　处：《现代广告》2011年第7期22-26,55,共6页Modern Advertising

摘　　要：文章主要是基于对短期广告行为中广告传播方式的分析，将人群按照其流动方式的不同分解为三种基本情况，并对每种流动方式模型化，通过对模型的分析，找到每种模型下的最优投资点，提出不同状况下广告投放的最优化策略，从而解决短期广告行为中广告投放方式和数量的最优化投放问题。The paper researches on the optimization strategy for advertisement delivery in short term based on the analysis of the mobility of people. It found models for the three kinds of people mobility. Based on the analysis of the models, it finds out the optimization of each kind of situation. Thus it solves the problem of the strategy of the advertisement delivery in short term.

关 键 词：短期广告行为 广告投放 最优化策略 广告对象 

分 类 号：F713.8[经济管理—广告]