INTEGER GOAL PROGRAMMING IN ADVERTISING MEDIA SELECTION Journal Article uri icon

Overview

abstract

  • ABSTRACTThe media selection decision allocates advertising dollars among competing media so as to optimize promotional and corporate objectives. Linear programming attempts to model this process have been complicated by multiple and often conflicting management goals, the need for integer solutions, and nonlinearities. This study offers a technique that is sufficiently robust to simultaneously handle these problems. An alternative media selection framework is presented and the results of an illustrative application of integer goal programming are discussed. The proposed model improves on linear programming by success fully providing for optimal, integer solutions in settings that more realistically reflect the complexity of the media decision environment.

publication date

  • October 1, 1979

has restriction

  • closed

Date in CU Experts

  • June 13, 2014 12:53 PM

Full Author List

  • Keown AJ; Duncan CP

author count

  • 2

Other Profiles

International Standard Serial Number (ISSN)

  • 0011-7315

Electronic International Standard Serial Number (EISSN)

  • 1540-5915

Additional Document Info

start page

  • 577

end page

  • 592

volume

  • 10

issue

  • 4