A linear programming approach for determining optimal advertising policy

DOI10.1093/IMAMAN/DPI039zbMATH Open1086.90033OpenAlexW2168445067MaRDI QIDQ3379072FDOQ3379072

Michael Ng, Wai-Ki Ching, Wai-On Yuen, Shuqin Zhang

Publication date: 6 April 2006

Published in: IMA Journal of Management Mathematics (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1093/imaman/dpi039

zbMATH Keywords

linear programmingadvertising modeladvertising wear out phenomenonpulsation advertising policy

Mathematics Subject Classification ID

Marketing, advertising (90B60) Special problems of linear programming (transportation, multi-index, data envelopment analysis, etc.) (90C08)

Cited In (6)

• Optimal media planning for multi-products in segmented market
• An approach to planning an advertising campaign of goods and services
• Title not available (Why is that?)
• Analysis of optimal production and advertising policies
• Advertising decisions for a segmented market
• Determining the optimal return on investment for an advertising compaign

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