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Stochastic goal programming model and satisfaction functions for media selection and planning problem

Author

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  • Belaïd Aouni
  • Cinzia Colapinto
  • Davide La Torre

Abstract

In the knowledge society characterised by audience fragmentation and new media consumption, the success of a media campaign relies more on the effectiveness of the chosen media to achieve the desired aspiration levels. A media planner has limited financial resources and aims to get the best return on investment in terms of attention and engagement with potential customers, and at the same time to minimise total costs of advertising and communication. These objectives are conflicting, commensurable and their evaluations are generally stochastic. In this paper, we present a stochastic multi-objective approach for media planning decision-making and we propose two different goal programming formulations with satisfaction function based on scenario forecasting and deterministic equivalent. The proposed models will be illustrated through a numerical simulation based on data from the Italian market.

Suggested Citation

  • Belaïd Aouni & Cinzia Colapinto & Davide La Torre, 2012. "Stochastic goal programming model and satisfaction functions for media selection and planning problem," International Journal of Multicriteria Decision Making, Inderscience Enterprises Ltd, vol. 2(4), pages 391-407.
    • Handle: RePEc:ids:ijmcdm:v:2:y:2012:i:4:p:391-407
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    Citations

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    Cited by:

    1. Cinzia Colapinto & Raja Jayaraman & Simone Marsiglio, 2017. "Multi-criteria decision analysis with goal programming in engineering, management and social sciences: a state-of-the art review," Annals of Operations Research, Springer, vol. 251(1), pages 7-40, April.
    2. Mohammed Seghir Guellil & Mohamed Hadj Ahmed & Samir Ghouali & Most?fa Belmokaddem, 2023. "Measures to promote energy, economic and environmental sustainability for an optimal workforce portfolio between Algerian sectors at the 2030 horizon using fuzzy goal programming approach," ECONOMICS AND POLICY OF ENERGY AND THE ENVIRONMENT, FrancoAngeli Editore, vol. 2023(2), pages 103-121.
    3. Cinzia Colapinto & Danilo Liuzzi & Simone Marsiglio, 2017. "Sustainability and intertemporal equity: a multicriteria approach," Annals of Operations Research, Springer, vol. 251(1), pages 271-284, April.

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