On Media Selection for Advertisement - Application of Orthogonal Experimental Design
Focusing on a big contradiction between the numerousness of media candidates and the limitation on funds for advertising,this paper introduces OED,Orthogonal Experimental Design,to advertisings sales effect estimate,it also expatiates on OEDs principles and procedures step by step.This study takes media selections decision-making and advertisings sales effect measurement into account compositively,and provides an idea for the decision-making of advertising medias selection and for the search for optimal mix of advertising expenditures.It is probably helpful to strengthen Chinese enterprises capabilities to be engaged in market competition.
OED Advertising medias decision-making Sales effect measurement Orthogonal experimental design Advertising medias selection
YUAN Deling SONG Fugen
The Glorious Sun School of Business and Management Donghua University,P.R.China,200051
国际会议
2007 International Conference on Management Science and Engineering(2007管理科学与工程国际学术会议)
河南焦作
英文
1082-1085
2007-08-20（万方平台首次上网日期，不代表论文的发表时间）