THE APPLICATION OF LINEAR PROGRAMMING TO MEDIA SELECTION.
GEORGE WASHINGTON UNIV WASHINGTON D C LOGISTICS RESEARCH PROJECT
Pagination or Media Count:
The purpose of this paper is to determine whether the application of linear programming leads to wise and intelligent decisions in the area of media selection. A brief review of several of the formulative and computational techniques of linear programming is presented. The application of these techniques by the Young and Rubicam and by the Batten, Barton, Durstine, and Osborn advertising agencies to media selection is then analyzed on both a conceptual and on an empirical basis. The conclusion reached is that, if applied with full knowledge of its limitations, linear programming can be extremely beneficial in the area of media selection. Author
- Economics and Cost Analysis
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