Support system of advertising distribution contract for media-mix strategy

@article{Takami2004SupportSO,
  title={Support system of advertising distribution contract for media-mix strategy},
  author={Seiichirou Takami and Akihiro Yamada and Hiromasa Hoshino and T. Oseto},
  journal={IEEE International Conference on E-Commerce Technology for Dynamic E-Business},
  year={2004},
  pages={122-125}
}
In the advanced information society, various interactive media will be used. Media-mix strategy would draw attention as a more important marketing approach for advertising industry. We need a new market model to use and combine those media effectively for the strategy. In this research, we propose an advertising contents contract and market model by the electronic contract. The support system of advertising distribution contract, which supports media planning and distribution contract, is the… CONTINUE READING