Abstract #300352

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JSM 2003 Abstract #300352
Activity Number: 229
Type: Invited
Date/Time: Tuesday, August 5, 2003 : 10:30 AM to 12:20 PM
Sponsor: Section on Statistics and Marketing
Abstract - #300352
Title: Fitting the Right Media to an Advertisement: New Advances in Media Planning Using Informative Profiles
Author(s): Zvi Gilula*+
Companies: Hebrew University of Jerusalem
Address: Dept. of Statistics, Jerusalem 91905, , , Israel
Keywords: joint profiles ; categorical profiles ; media planning
Abstract:

The practice of media planning is aimed at creating an optimal schedule of media to be used in advertising a product (given a well-defined target population). The ranking of the various media channels used in that optimal schedule is based, among other things, on the relative salience of buyers among users of the relevant media. It is shown that isolating the variables that are strongly jointly associated with buying an underlying product and using specific media may lead to a more efficient media schedule (at a lesser cost). The process of isolating the above-mentioned joint variables is based on a newly developed methodology of analyzing categorical profiles by informative summary statistics. This new methodology will be briefly explained and its use in media planning will be broadly illustrated with real data concerning the advertising of six brands of cereals in the U.K.

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Revised March 2003