| 摘要 |
<P>PROBLEM TO BE SOLVED: To provide a technique for specifying a combination of advertisement media, capable of achieving a target article share with the minimum advertisement cost when the article is advertised by combining a plurality of advertisement media. <P>SOLUTION: A device 2 for supporting the planning of a media mix scheme includes: a "purchase action causal model" storage means 8 for storing condition probability parameters, calculated on respective causal structures, and probability models, constructed by using a structure evaluation value; an "intermediate index target value" specifying means 12 for specifying the kinds and target values of intermediate indexes corresponding to the target share, based on the intermediate index-share prediction model of the advertisement media, calculated by using the purchase action causal model; and a "minimum cost media mix" specifying means 20 for specifying a combination of advertisement media to minimize the advertisement cost, based on an intermediate index target value-advertisement cost prediction model, calculated concerning the relation between the target values of the intermediate indexes and the advertisement costs of the respective advertisement media, and outputting the combination. <P>COPYRIGHT: (C)2008,JPO&INPIT |
