Method for allocating advertising resources
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United States of America Patent
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Apr 9, 2013
Grant Date -
Jan 12, 2006
app pub date -
Oct 26, 2004
filing date -
Nov 13, 2001
priority date (Note) -
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Abstract
A method of allocating advertising resources uses a database that includes a number of business unit characteristics, one being an average allocation of advertising costs over time. A regression coefficient is produced based on the characteristics, wherein a non-linear specification is used for the average allocation of advertising cost characteristic. An impact indicator is assigned based on the how positive the regression coefficient is so that the effect of each characteristic on sales/profits and quantity sold can be determined.
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