Multi-period media planning for multi-products incorporating segment specific and mass media

DOI10.1007/S10479-018-2771-9MaRDI QIDQ1730458zbMATH OpenOpenAlexFDO

Authors A. Kaul, S. Aggarwal, Mohan Krishnamoorthy, P. C. Jha

Publication date 6 March 2019

Published in Annals of Operations Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1007/s10479-018-2771-9

zbMATH Keywords

carryover effectcross-product effectgoal programmingmass mediasegment-specific media

Mathematics Subject Classification ID

Deterministic scheduling theory in operations research (90B35) Integer programming (90C10) Multi-objective and goal programming (90C29)

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Cites work

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• Multi-criteria media mix decision model for advertising a single product with segment specific and mass media
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• Multistage multiproduct advertising budgeting
• Optimal media planning for multi-products in segmented market
• Optimization of planning an advertising campaign of goods and services.
• Proper efficiency and the theory of vector maximization

Cited in

(8)

• A chance constraints goal programming model for the advertising planning problem
• An application of approximate dynamic programming in multi-period multi-product advertising budgeting
• Multi-criteria media mix decision model for advertising a single product with segment specific and mass media
• A weapon-target assignment approach to media allocation
• Strategy analysis for a digital content platform considering perishability
• Multi-product dynamic advertisement planning in a segmented market
• Goal programming models for managerial strategic decision making
• Optimal media planning for multi-products in segmented market

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