A Computer Simulation Model for Selecting Advertising Schedules

A Computer Simulation Model for Selecting Advertising Schedules

The Ad-Me-Sim model describes a decision system for selecting the appropriate media vehicles for a given advertising message. Five sets of weekly and cumulative outputs are used as criteria for determining which vehicles are most appropriate. The model also contains a heuristic subroutine that sugge...

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Veröffentlicht in:Journal of marketing research 1969-05, Vol.6 (2), p.203-214
1. Verfasser: Gensch, Dennis H.
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Advertising expenditures
Advertising research
Algorithms
Computer Applications
Computer simulation
Heuristics
Integer programming
Linear programming
Modeling
Probability
Reading
Simulations
Television commercials
Television programs
Unit costs
Vehicle weight
Vehicles
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Beschreibung
Zusammenfassung:The Ad-Me-Sim model describes a decision system for selecting the appropriate media vehicles for a given advertising message. Five sets of weekly and cumulative outputs are used as criteria for determining which vehicles are most appropriate. The model also contains a heuristic subroutine that suggests appropriate media schedules when given the advertising goals of the user.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224376900600210