A METHOD AND SYSTEM FOR DETERMINING THE OPTIMAL CONDITIONS FOR THE PURCHASE OF ADVERTISING SPACE AND/OR TIME IN THE MASS MEDIA IN TERMS OF COST, REACH AND GRP

摘要

The object of the invention is a method and system to estimate optimal conditions of purchase of advertising time and place in mass media, particularly on television. The method is based on output data on audience and previously broadcast advertisements. These are input parameters transmitted into two optimizers OD and OG, the former based on a dynamic algorithm and the latter on a genetic one. Optimization is simultaneously conducted in both OD and OG using the common module M which counts advertising campaign parameters, following which the results of both optimizers are compared in the comparator (K).