ADBUDG Model Optimization and Practical Analysis

If want to keep a market place for their products in an increasingly competitive circumstance, the best way is advertising. Thus, the scientific advertising budget strategic for advertising operation is very valuable and significant. In this paper, the original ADBUDG model is improved by the introduction of two parameters: media efficiency index and ad copy effectiveness index. Using MKENG software to operate the model and analysis, we can find the new model advantages.