Different Approaches to Advertising Media Selection |
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Authors: | Dennis H Gensch |
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Institution: | 1.Carnegie-Mellon University,Pittsburg |
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Abstract: | Research groups on both sides of the Atlantic are attempting to use the power of mathematics to aid the decision-maker in dealing with the complex media scheduling problem. This paper reviews, compares and critiques several possible approaches. The approaches reviewed are: linear programming, dynamic programming, marginal analysis, heuristic programming and simulation. At least one particular model of each approach is discussed in detail. |
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