教師資料查詢 | 類別: 期刊論文 | 教師: 鄭啟斌 Chi-Bin Cheng (瀏覽個人網頁)

標題:Design of a combinational auction mechanism for television advertising market in Taiwan
學年101
學期1
出版(發表)日期2012/10/01
作品名稱Design of a combinational auction mechanism for television advertising market in Taiwan
作品名稱(其他語言)
著者Cheng, Chi-Bin; Wu, Hung-Chung; Chan, C. C. Henry
單位淡江大學資訊管理學系
出版者Faisalabad: Medwell Journals
著錄名稱、卷期、頁數Research Journal of Applied Sciences, Engineering and Technology 4(20), pp.4105-4111
摘要The lack of a transparent mechanism makes the television advertising market in Taiwan extremely volatile to supply and demand changes. To resolve the problem, this study suggests a transparent and fair auction mechanism for the TV advertising market. A characteristic of television commercials is that there exists a synergy between time slots of commercials, i.e., it is more effective for advertisers to acquire some time slots together than just to obtain one of them. A combinatorial auction mechanism is proposed, which enables the advertisers to bid for a set of time slots simultaneously, thus avoiding the problem of losing any item in the bidder desired bundle. This study models the TV commercial combinatorial auction as an integer programming problem. One-month time slots of a TV channel in Taiwan are used in a computational experiment. The problem is solved by LINGO 12.0 and the resulting solutions provide a satisfactory allocation of time slots and maximize revenue for the TV station.
關鍵字Advertising markets; Auction mechanisms; Combinatorial auction; Computational experiment; Exposure problem; Integer programming problems;Supply and demand;Television commercials;Time slots;TV channels;TV commercial;TV stations;Economics;Integer programming;Marketing;Television;Television broadcasting;Television stations;Commerce
語言英文
ISSN2040-7459;2040-7467
期刊性質國外
收錄於EI
產學合作
通訊作者Cheng, Chi-Bin
審稿制度
國別英國
公開徵稿
出版型式紙本;電子版
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