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An application of multiple objective linear programming to media selection

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  • Steuer, Ralph E
  • Oliver, Richard L

Abstract

A multiple objective linear programming (MOLP) method utilizing interval criterion weights is applied to the problem of media selection. Using this technique, it is possible to analyze a problem more explicitly in terms of the several objectives inherent in many media selection situations. In order to illustrate the interval criterion weights approach, a multiple objective hierarchical media selection model is presented and its computer results discussed. In addition to being able to deal more directly with different decision criteria, a distinguishing feature of the mathematical analysis applied here is that its output enables the media-planner to be presented with a small cluster of candidate media schedules (rather than just one). Then, from this list, the media-planner should be in a position to qualitatively make a final choice as a close approximation to his optimal solution.

Suggested Citation

  • Steuer, Ralph E & Oliver, Richard L, 1976. "An application of multiple objective linear programming to media selection," Omega, Elsevier, vol. 4(4), pages 455-462.
    • Handle: RePEc:eee:jomega:v:4:y:1976:i:4:p:455-462
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    Cited by:

    1. Harold P. Benson & Serpil Sayin, 1997. "Towards finding global representations of the efficient set in multiple objective mathematical programming," Naval Research Logistics (NRL), John Wiley & Sons, vol. 44(1), pages 47-67, February.
    2. R Farzipoor Saen, 2011. "Media selection in the presence of flexible factors and imprecise data," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(9), pages 1695-1703, September.
    3. R. Ramesh & Mark H. Karwan & Stanley Zionts, 1989. "Interactive multicriteria linear programming: An extension of the method of Zionts and Wallenius," Naval Research Logistics (NRL), John Wiley & Sons, vol. 36(3), pages 321-335, June.

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