A seminar on ‘Media Planning under Uncertainty: Analyzing the Impact of Reach and Cost Error on Schedule Performance’ will be delivered by Dr. Peter de Maeyer on 22 March 2013 at 1400 hours at Lecture Room 108, School of Management.
Dr. Peter De Maeyer is an Assistant Professor of Marketing, Lee Kong Chiang School of Business, Singapore Management University.
When: 1400 hours, 22 March 2013 (Friday).
Where: Lecture Room 108, School of Management, AIT
Abstract:
Two elementary inputs required to compose a media plan are the reach and cost figures of the vehicles under consideration. Both of these are subject to uncertainty at the time of scheduling: Reach estimates because they are subject to sampling error as well as respondent error, and costs because they are often negotiated afterwards. Furthermore, media fragmentation has made the issue worse in the case of reach estimates, leading to complaints about the adequacy of audience measurement today. We study to what extent error in input data affects the performance of resulting media schedules. Using a simulation approach, we find that input error has a smaller than expected impact on advertising objective attainment. In the average case, availability of better data would not lead to substantially improved model recommendations. We identify factors associated with worst-case performance. The proposed analytical approach can easily be applied to other media models and optimization contexts where the inputs are uncertain.
Keywords: Media planning; optimization; decision support systems; audience ratings; sensitivity analysis.
Biography:
Dr. Peter De Maeyer is an Assistant Professor of Marketing at Singapore Management University. Prior to moving to Singapore, he worked as a management consultant with Monitor Group and was an Assistant Professor of Marketing at Georgetown University. Peter?s main research interests are customer satisfaction and advertising, and his work has been published in journals such as the Journal of Service Research, the Journal of Business Research, the Journal of Retailing, and the Journal of Product and Brand Management. He has an undergraduate degree in Electrical Engineering (Ghent University), MBA (Aalto University), and PhD in Marketing (Columbia Business School).
Details about Dr. Peter are available at this link:
http://business.smu.edu.sg/directory/peter-de-maeyer
Contact:
Please confirm your attendance to [email protected] or Mr. Chatuphol at tel. ext. 8329
