淡江大學機構典藏:Item 987654321/75975
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    题名: Design of a combinational auction mechanism for television advertising market in Taiwan
    作者: Cheng, Chi-Bin;Wu, Hung-Chung;Chan, C. C. Henry
    贡献者: 淡江大學資訊管理學系
    关键词: 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
    日期: 2012-10
    上传时间: 2013-08-08 14:50:50 (UTC+8)
    出版者: Faisalabad: Medwell Journals
    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.
    關聯: Research Journal of Applied Sciences, Engineering and Technology 4(20), pp.4105-4111
    显示于类别:[資訊工程學系暨研究所] 期刊論文

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