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Support system of advertising distribution contract for media-mix strategy

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4 Author(s)
Takami, S. ; Graduate Sch. of Informatics, Kyoto Univ. ; Yamada, A. ; Hoshino, H. ; Oseto, T.

In the advanced information society, various interactive media will be used. Media-mix strategy would draw attention as a more important marketing approach for advertising industry. We need a new market model to use and combine those media effectively for the strategy. In this research, we propose an advertising contents contract and market model by the electronic contract. The support system of advertising distribution contract, which supports media planning and distribution contract, is the central existence. The system can draw up a media plan in real time that effectively combines various advertising frames suitable for the media-mix strategy by evaluating the advertising effectiveness. Moreover, when the system helps advertisers with a series of work from media planning to distribution contract, inexpensive advertising frames can be used effectively

Published in:

E-Commerce Technology for Dynamic E-Business, 2004. IEEE International Conference on

Date of Conference:

15-15 Sept. 2004

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