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Adsplit: Advertising Budget Model by oliver queen is a document available to read on EtoBox.
What is Adsplit: Advertising Budget Model about?
This document presents a computer-based marketing model called ADSPLIT that allocates a corporate promotional budget among competing brands. ADSPLIT uses judgmental input from brand managers on sales under different price and advertising spending scenarios. It then estimates functions to compute the optimal budget allocation to maximize total corporate contribution, given constraints on total spending and per-brand ranges.
- Author
- oliver queen
- Language
- EN