Optimizing the Allocation of the Advertising Campaign Budget over Advertisement Kinds and Optimizing a Design of a Visual Advertisement

Student: Safin Adel

Educational Programme: Applied Mathematics and Information Science (Bachelor)

Final Grade: 8

Year of Graduation: 2016

Advertisers need to solve a crucial task of elaborated the advertising campaign budget allocation over advertisement kinds in order to achieve the best possible result, namely, a maximal number of sold products. Furthermore, it is vital to create the optimal design of a visual advertisement dependent on the target audience and the advertisement kind. In the paper approaches to optimizing the advertising campaign budget allocation over different advertisement types are considered. Moreover, the optimization of visual advertisement design task is mathematically formulated. This visual advertisement is a banner located on the site on the Internet. In these two cases, assumptions describing human behavior and an interaction between people and advertisements are made, mathematical model including variables linear limitations and a nonlinear objective function which characterizes the number of sold products and CTR in the first and the second tasks, accordingly, is built. In prospect, it is recommended to take into account a variation of the number of sold products and CTR while solving the first and the second tasks, respectively, and to modify the approaches for solving the tasks with variables linear limitations.

Full text (added May 30, 2016)

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