Advertizing Planning

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H. Sedehi hsedehi freemail.it
Junior Member
Posts: 14
Joined: Fri Mar 29, 2002 3:39 am

Advertizing Planning

Post by H. Sedehi hsedehi freemail.it » Sun Dec 11, 2005 1:36 pm

Posted by ""H. Sedehi"" <hsedehi@freemail.it>

I'm doing some research in my department (communication Sciences) at the Rome University on the possibility of using SD in defining and controlling, in general, the advertising process and in particular the media planning; so I was wondering if anyone is aware of any work or research or model developed by SD approach dealing with advertising process through media planning ?

My best wishes to everybody and thanks in advance,
Ciao,
H. Sedehi
Posted by ""H. Sedehi"" <hsedehi@freemail.it>
posting date Sat, 10 Dec 2005 16:46:02 +0100

Justin Lyon justin1028 yahoo.com
Junior Member
Posts: 14
Joined: Fri Mar 29, 2002 3:39 am

Advertizing Planning

Post by Justin Lyon justin1028 yahoo.com » Mon Dec 12, 2005 12:13 pm

Posted by Justin Lyon <justin1028@yahoo.com>
H. Sedehi,

We're doing lots with marketing and advertising for
some of the world's biggest companies. See my blog for
more info. Drop me a note. Would be happy to discuss
via phone or I can pop over to Rome to meet with you.

http://justinlyonandsimulation.blogspot.com/

-Justin
Posted by Justin Lyon <justin1028@yahoo.com>
posting date Sun, 11 Dec 2005 06:55:47 -0800 (PST)

Alan Graham Alan.Graham paconsul
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Posts: 14
Joined: Fri Mar 29, 2002 3:39 am

Advertizing Planning

Post by Alan Graham Alan.Graham paconsul » Mon Dec 12, 2005 12:18 pm

Posted by ""Alan Graham"" <Alan.Graham@paconsulting.com>
Hello,

Surely your inquiry about the advertising process meant, ""in addition to Graham and Ariza, SDR 19(1) 'Dynamic, hard and strategic questions: using optimization to answer a marketing
resource allocation question' ""? ;-)

That article describes a system dynamics model that in essence is a superset of the traditional media planning model that describes the impact of media spending (a subset of marketing spending on, e.g. salesforce and channel support as well) on awareness and consideration (one of several drivers along the way to impact on sales). I expect that article provides sufficient framework to work out the solution to your situation. Let's talk more if it doesn't.

Holiday greetings and cheers,

Alan

Alan K. Graham, Ph.D.
Decision Science Practice
PA Consulting Group
Alan.Graham@PAConsulting.com
One Memorial Drive, Cambridge, Mass. 02142 USA
Posted by ""Alan Graham"" <Alan.Graham@paconsulting.com>
posting date Mon, 12 Dec 2005 01:10:45 -0500

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