Multi-criteria media mix decision model for advertising a single product with segment specific and mass media (Q2358302)
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scientific article; zbMATH DE number 6730968
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| English | Multi-criteria media mix decision model for advertising a single product with segment specific and mass media |
scientific article; zbMATH DE number 6730968 |
Statements
Multi-criteria media mix decision model for advertising a single product with segment specific and mass media (English)
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14 June 2017
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media planning
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mass advertising
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segment specific advertising
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spectrum effect
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multi-objective decision making
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interactive weighted sum goal programming
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0.8188184499740601
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0.8107836842536926
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0.8039061427116394
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0.774703860282898
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0.7678372263908386
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