A Goal Programming Model for Media Planning

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.

• 저널Management Science · 14(8) · B–423
• 토픽Optimization and Mathematical Programming · Control and Systems Engineering
• DOI10.1287/mnsc.14.8.b423
• 저자A. Charnes, W. W. Cooper, J. K. Devoe, D. B. Learner, W. Reinecke