Advertisement portfolio model, comprehensive advertisement risk management system using advertisement portfolio model, and method for making investment decision by using advertisement portfolio
First Claim
1. An advertisement portfolio model, in which firstly a relational expression to determine a comprehensive advertisement risk management index is derived, which is an index for statistically representing a maximum unexpected loss amount which an advertisement product is subject to at a certain probability during an advertising campaign period, secondarily a plurality of correlation coefficient data of said advertisement product are calculated from an observational data of said advertisement product, and thirdly an optimal combination of said advertisement products is figured out in order to analyze at least either one of an effect, an efficiency or a risk of said advertisement product based on said relational expression for determining said comprehensive advertisement risk management index and said plurality of correlation coefficient data or the observational data which has taken the correlation into account indirectly.
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Abstract
Provided is an advertisement portfolio model that can reduce a risk in an advertisement transaction for an individual advertisement product. Since in an advertisement portfolio model according to the present invention, firstly a relational expression to determine a comprehensive advertisement risk management index is derived, which is an index for statistically representing a maximum unexpected loss amount which the advertisement product is subject to at a certain probability during the advertising campaign period, secondarily a plurality of correlation coefficient data of the advertisement product are calculated from the observational data of the advertisement product, and thirdly an optimal combination of the advertisement products is figured out in order to analyze at least either one of an effect, an efficiency or a risk of the advertisement product based on the relational expression for determining the comprehensive advertisement risk management index and the plurality of correlation coefficient data or the observational data which has taken the correlation into account indirectly, thereby the present invention can provide a sponsor with an optimal combination of the advertisement products.
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Citations
14 Claims
- 1. An advertisement portfolio model, in which firstly a relational expression to determine a comprehensive advertisement risk management index is derived, which is an index for statistically representing a maximum unexpected loss amount which an advertisement product is subject to at a certain probability during an advertising campaign period, secondarily a plurality of correlation coefficient data of said advertisement product are calculated from an observational data of said advertisement product, and thirdly an optimal combination of said advertisement products is figured out in order to analyze at least either one of an effect, an efficiency or a risk of said advertisement product based on said relational expression for determining said comprehensive advertisement risk management index and said plurality of correlation coefficient data or the observational data which has taken the correlation into account indirectly.
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5. A comprehensive advertisement risk management system using an optimal advertisement portfolio model to analyze at least either one of an effect, an efficiency or a risk of an advertisement product, said system comprising:
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an input means for entering a setting condition required to calculate a comprehensive advertisement risk management index;
a model generation means for generating a plurality of advertisement portfolio models by firstly calculating a plurality of numeric values relating to an advertising effect and an advertising efficiency from an observational data in the past according to said setting condition entered by said input means, and by secondarily calculating a plurality of correlation coefficient data for a purchased advertisement product from an advertisement product data of said purchased advertisement product;
a verification means for comparing said plurality of those generated advertisement portfolio models to actual data during a period of said advertisement product being offered and for verifying that said plurality of advertisement portfolio models is adaptable to the real condition; and
a selection means for selecting a most suitable advertisement portfolio model with respect to a risk analysis and an effect analysis of said purchased advertisement product from said plurality of advertisement portfolio models based on a verification result by said verification means. - View Dependent Claims (6, 7, 8, 9)
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10. An investment decision making method using an advertisement portfolio model, comprising the steps of:
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entering a setting condition required to calculate a comprehensive advertisement risk management index;
calculating a plurality of numeric values relating to an advertising effect and an advertising efficiency from an observational data in the past according to said setting condition entered by said input means;
calculating a plurality of correlation coefficient data for a purchased advertisement product from an advertisement product data of said purchased advertisement product;
generating a plurality of advertisement portfolio models based on the calculation results;
comparing a plurality of those generated advertisement portfolio models to actual data during a period of said purchased advertisement product being offered;
verifying that said plurality of advertisement portfolio models is adaptable to a real condition based on the comparison result; and
selecting a most suitable advertisement portfolio model with respect to a risk analysis and an effect analysis of said purchased advertisement product from said plurality of advertisement portfolio models based on said verification result. - View Dependent Claims (11, 12, 13, 14)
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Specification