Multi-criteria media mix decision model for advertising a single product with segment specific and mass media

DOI10.3934/JIMO.2016.12.1367MaRDI QIDQ2358302zbMATH OpenOpenAlexFDO

Authors P. C. Jha, S. Aggarwal, A. Gupta, Ruhul Sarker

Publication date 14 June 2017

Published in Journal of Industrial and Management Optimization (Search for Journal in Brave)

Full work available at URL https://doi.org/10.3934/jimo.2016.12.1367

zbMATH Keywords

interactive weighted sum goal programmingmass advertisingmedia planningmulti-objective decision makingsegment specific advertisingspectrum effect

Mathematics Subject Classification ID

Marketing, advertising (90B60) Integer programming (90C10) Multi-objective and goal programming (90C29)

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Cites work

• A chance constraints goal programming model for the advertising planning problem
• A mathematical programming study of advertising allocation problem.
• A maximin procedure for the optimal insertion timing of ad executions
• A Methodology for Measuring Response to Media Effects
• A weapon-target assignment approach to media allocation
• Advertising a new product in a segmented market
• Advertising and exogenous interference in a segmented market
• Advertising channel selection in a segmented market
• Advertising competition with market expansion for finite horizon firms
• Advertising decisions for a segmented market
• Advertising decisions in a vertical distribution channel
• Advertising in a segmented market: comparison of media choices
• An MCDM model for media selection in the dual consumer/industrial market
• An Optimum Budget Allocation Model for Dynamic, Interacting Market Segments
• Determining the optimal return on investment for an advertising compaign
• Dynamic promotional budgeting and media allocation
• scientific article; zbMATH DE number 4085440 (Why is no real title available?)
• Media Scheduling: A Stochastic Dynamic Model Approach
• Multistage multiproduct advertising budgeting
• Optimal media planning for multi-products in segmented market
• Proper efficiency and the theory of vector maximization

Cited in

(6)

• Multi-period media planning for multi-products incorporating segment specific and mass media
• An MCDM model for media selection in the dual consumer/industrial market
• Optimal advertising budget allocation across markets with different goals and various constraints
• Multi-criteria advertisement allocation model of multiple advertisers on a television network
• Multi-product dynamic advertisement planning in a segmented market
• Optimal media planning for multi-products in segmented market

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