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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.
Created Date 2018
Contributor Xu, Jin (Author) / Gu, Bin (Advisor) / Chen, Xinlei (Advisor) / Shao, Benjamin (Committee member) / Arizona State University (Publisher)
Subject Business administration / Consumer behavior / Cost efficiency / Duration mix / ROI model / Traditional media and digital media
Type Doctoral Dissertation
Extent 47 pages
Language Chinese
Copyright
Reuse Permissions All Rights Reserved
Note Doctoral Dissertation Business Administration 2018
Collaborating Institutions Graduate College / ASU Library
Additional Formats MODS / OAI Dublin Core / RIS


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Description Dissertation/Thesis