A mathematical programming study of advertising allocation problem

Mihiotis, A; Tsakiris, I

dc.contributor.author	Mihiotis, A	en
dc.contributor.author	Tsakiris, I	en
dc.date.accessioned	2014-03-01T01:19:45Z
dc.date.available	2014-03-01T01:19:45Z
dc.date.issued	2004	en
dc.identifier.issn	0096-3003	en
dc.identifier.uri	https://dspace.lib.ntua.gr/xmlui/handle/123456789/15699
dc.subject	Advertising	en
dc.subject	Allocation problem	en
dc.subject	Integer programming	en
dc.subject	People meter system	en
dc.subject	TV-rating	en
dc.subject.classification	Mathematics, Applied	en
dc.subject.other	Economic and social effects	en
dc.subject.other	Marketing	en
dc.subject.other	Television	en
dc.subject.other	People meter systems	en
dc.subject.other	Integer programming	en
dc.title	A mathematical programming study of advertising allocation problem	en
heal.type	journalArticle	en
heal.identifier.primary	10.1016/S0096-3003(02)00853-6	en
heal.identifier.secondary	http://dx.doi.org/10.1016/S0096-3003(02)00853-6	en
heal.language	English	en
heal.publicationDate	2004	en
heal.abstract	The way a given product should be advertised on television in order to achieve the highest rating under specific restrictions was and still is one of the problems companies using advertising face. In this paper, this problem is approached using mathematical programming. What is asked, is the best possible combination of placements of a commercial (which channel, what time, how often) with the objective of the highest rating and subject to the limitation of the capital that is available for advertising. At the same time, the applied model results in a decrease in the time needed for the programming of the television time. (C) 2002 Elsevier Inc. All rights reserved.	en
heal.publisher	ELSEVIER SCIENCE INC	en
heal.journalName	Applied Mathematics and Computation	en
dc.identifier.doi	10.1016/S0096-3003(02)00853-6	en
dc.identifier.isi	ISI:000186519200008	en
dc.identifier.volume	148	en
dc.identifier.issue	2	en
dc.identifier.spage	373	en
dc.identifier.epage	379	en