LP II: A GOAL PROGRAMMING MODEL FOR MEDIA PLANNING.
CARNEGIE INST OF TECH PITTSBURGH PA MANAGEMENT SCIENCES RESEARCH GROUP
Pagination or Media Count:
A goal programming model for selecting media is presented which alters the objective and extends previous media models by accounting for cumulative duplicating audiences over a variety of time periods. This permits detailed control of the distribution of message frequencies directed at each of numerous marketing targets over a sequence of interrelated periods. This is accomplished via a new logarithmic non-reach device and a continuous lognormal generation of the discrete message frequencies. Author
- Administration and Management
- Economics and Cost Analysis
- Operations Research