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Traditional Media and New Media Adve...

Xu, Jin.

Traditional Media and New Media Advertising Cost Differentiation Research.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Traditional Media and New Media Advertising Cost Differentiation Research./
Author:	Xu, Jin.
Description:	1 online resource (47 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.
Contained By:	Dissertation Abstracts International79-09A(E).
Subject:	Business administration. -
Online resource:	click for full text (PQDT)
ISBN:	9780355932614

Traditional Media and New Media Advertising Cost Differentiation Research.
Xu, Jin.

Traditional Media and New Media Advertising Cost Differentiation Research. - 1 online resource (47 pages)

Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.

Thesis (Ph.D.)--Arizona State University, 2018.

Includes bibliographical references

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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355932614Subjects--Topical Terms:

1148568
Business administration.
Index Terms--Genre/Form:

554714
Electronic books.

Traditional Media and New Media Advertising Cost Differentiation Research.
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008 190606s2018 xx obm 000 0 eng d
020 $a 9780355932614
035 $a (MiAaPQ)AAI10792298
035 $a (MiAaPQ)asu:17703
035 $a AAI10792298
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Xu, Jin. $3 1194063
245 1 0 $a Traditional Media and New Media Advertising Cost Differentiation Research.
264 0 $c 2018
300 $a 1 online resource (47 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.
500 $a Advisers: Bin Gu; Xinlei Chen.
502 $a Thesis (Ph.D.)--Arizona State University, 2018.
504 $a Includes bibliographical references
520 $a 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.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Business administration. $3 1148568
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0310
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Arizona State University. $b Business Administration. $3 1179476
773 0 $t Dissertation Abstracts International $g 79-09A(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10792298 $z click for full text (PQDT)

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