Advertisement portfolio model, comprehensive advertisement risk management system using advertisement risk management system using advertisement portfolio model, and method for making investment decision by using advertisement portfolio
First Claim
1. A method of creating an advertisement portfolio model, comprising the steps of deriving a relational expression to detemiine a comprehensive advertisement risk management index for statistically representing a maximum unexpected loss amount to which a specific advertisement product is subject to at a certain probability during an advertising campaign period, calculating, within a calculation processing section of a computer system, a plurality of correlation coefficient data of said advertisement product from an observational data of said advertisement product, and determining an optimal combination of said advertisement product in order to analyze at least 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
An advertisement portfolio model reduces risk in an advertisement transaction for an individual advertisement product. First, a relational expression is used to determine a comprehensive advertisement risk management index for statistically representing a maximum unexpected loss amount to which the advertisement product is subject at a certain probability during the advertising campaign period. Second, a plurality of correlation coefficient data of the advertisement product are calculated from the observational data of the advertisement product. Third, an optimal combination of the advertisement products is determined 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, such that a sponsor can determine an optimal combination of the advertisement products.
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Citations
25 Claims
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1. A method of creating an advertisement portfolio model, comprising the steps of
deriving a relational expression to detemiine a comprehensive advertisement risk management index for statistically representing a maximum unexpected loss amount to which a specific advertisement product is subject to at a certain probability during an advertising campaign period, calculating, within a calculation processing section of a computer system, a plurality of correlation coefficient data of said advertisement product from an observational data of said advertisement product, and determining an optimal combination of said advertisement product in order to analyze at least 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, 16, 17, 18, 19)
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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, within a calculation processing section of a computer system, 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, within a calculation processing section of a computer system, 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, 20, 21, 22, 23, 25)
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Specification