Different Approaches to Advertising Media Selection

Research groups on both sides of the Atlantic are attempting to use the power of mathematics to aid the decision-maker in dealing with the complex media scheduling problem. This paper reviews, compares and critiques several possible approaches. The approaches reviewed are: linear programming, dynami...

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Veröffentlicht in:	Operational Research Quarterly (1950) 1970-06, Vol.21 (2), p.193-219
1. Verfasser:	Gensch, Dennis H.
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management General Paper Management Operations Research/Decision Theory
Online-Zugang:	Volltext
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Beschreibung
Zusammenfassung:	Research groups on both sides of the Atlantic are attempting to use the power of mathematics to aid the decision-maker in dealing with the complex media scheduling problem. This paper reviews, compares and critiques several possible approaches. The approaches reviewed are: linear programming, dynamic programming, marginal analysis, heuristic programming and simulation. At least one particular model of each approach is discussed in detail.
ISSN:	0160-5682 1473-2858 1476-9360
DOI:	10.1057/jors.1970.46