Authors: T.B. Reshetilova, V.K. Nikolaieva

 

The expediency of using the two-level model of linear programming for budget distribution between advertising vehicles has been substantiated. The goal-oriented function is to maximize audience, which takes into consideration the feed-back. In terms of results of marketing research it has been found out the advertising vehicles which appear appropriate for advertising campaign of complicated product. The developed model allows creating a media-plan for whole advertising campaign and media-plans for each advertising vehicle separately.

2010_09-10 Resh
2012-12-14  313.5 KB  1081

Tags: line programming • optimization model • advertising • advertising budget • advertising vehicles • complicated product