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

DOI10.3934/JIMO.2016.12.1367zbMath1364.90187OpenAlexW2524014038MaRDI QIDQ2358302

Anshu Gupta, P. C. Jha, Sugandha Aggarwal, Ruhul A. 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

multi-objective decision makingmedia planninginteractive weighted sum goal programmingmass advertisingsegment specific advertisingspectrum effect

Mathematics Subject Classification ID

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

Related Items (2)

Multi-period media planning for multi-products incorporating segment specific and mass media ⋮ Multi-product dynamic advertisement planning in a segmented market

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