Description
This study examines the 3 key questions of media budget allocation, to find our a better invest model. Including spending share of traditional media and digital media, program selection strategy and duration mix optimization to analyse the trend of sample A (a global cosmetic brand) . Based on every test media campaign, we do research of media performance and sales volumn, add youth consumer behavior result, to develop a media investment ROI model for this brand. Create the evaluation system according to past big data and find the learnings of different length TVC usage. Of course all relavant findings and implications will be summarized after every section.
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Details
Title
- Traditional Media and New Media Advertising Cost Differentiation Research
Contributors
- Xu, Jin (Author)
- Gu, Bin (Thesis advisor)
- Chen, Xinlei (Thesis advisor)
- Shao, Benjamin (Committee member)
- Arizona State University (Publisher)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2018
Subjects
Resource Type
Collections this item is in
Note
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Doctoral Dissertation Business Administration 2018