Predicting the Impact of Advertising : a Neural Network Approach

  title={Predicting the Impact of Advertising : a Neural Network Approach},
  author={Ulf Johansson},
The purpose of this study has been to evaluate if neural networks using the temporal structure of the domain can raise the accuracy when predicting the outcome of investments in advertising (both on monthly and yearly basis), compared to the methods used today. The focus has been to investigate if future publicity can be predicted from historical outcome and planned future media investments. The domain is the car industry. This paper contains a case study where ANNs utilize time series effects… CONTINUE READING


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