ADSTRAT: A Decision Support System for Advertising Strategy

ADSTRAT provides an integrated set of tools and data for assisting advertising management decisions. By making these facilities available in a user friendly package, ADSTRAT makes it easy to use scientific techniques for advertising decision making. The ADSTRAT system takes users through the various stages of advertising planning, including situation analysis, setting objectives, budgeting, creative strategy, and media planning. The ADSTRAT package includes four types of data typically available to advertising managers: industry data, panel data, survey data, and media cost and coverage data. The ADSTRAT manual discusses the benefits of decision support systems and their application to advertising management.