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Traditional Media and New Media Advertising Cost Differentiation Research

abstract: 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. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2018

Identiferoai:union.ndltd.org:asu.edu/item:49199
Date January 2018
ContributorsXu, Jin (Author), Gu, Bin (Advisor), Chen, Xinlei (Advisor), Shao, Benjamin (Committee member), Arizona State University (Publisher)
Source SetsArizona State University
LanguageChinese
Detected LanguageEnglish
TypeDoctoral Dissertation
Format47 pages
Rightshttp://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved

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