Revenue Management Solutions, Inc.

Michael Lukianoff

Thomas Kelly

Nicholas M Kiefer

Iassena Stratieva

Alex Wohlhueter

A method of allocating advertising resources uses a database that includes a number of business unit characteristics, one being an average allocation of advertising costs over time. A regression coefficient is produced based on the characteristics, wherein a non-linear specification is used for the average allocation of advertising cost characteristic. An impact indicator is assigned based on the how positive the regression coefficient is so that the effect of each characteristic on sales/profits and quantity sold can be determined.

Method for allocating advertising resources

A method of selecting a site for one or more retail units uses a database of information on existing units in a chain, including store sales or profits, site characteristics available from various databases, and information on marketing expenditure in the relevant market. Sales of potential new units are forecast abstracting from advertising efforts. Thus, potential profit characteristics of a site can be evaluated without regard to existing advertising programs. This corrects a major problem with existing approaches; site decisions can be made simultaneously with marketing allocation decisions.

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Tampa, FL, United States of America

Michael Lukianoff