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A Goal Programming Model for Media Planning

Author

Listed:
  • A. Charnes

    (Northwestern University)

  • W. W. Cooper

    (Carnegie-Mellon University)

  • J. K. Devoe

    (Cargill, Wilson & Acree, Inc.)

  • D. B. Learner

    (Batten, Barton, Durstine & Osbom, Inc.)

  • W. Reinecke

    (Henderson Advertising Agency, Inc., Greenville, South Carolina)

Abstract

A goal programming model for selecting media is presented which alters the objective and extends previous media models by accounting for cumulative duplicating audiences over a variety of time periods. This permits detailed control of the distribution of message frequencies directed at each of numerous marketing targets over a sequence of interrelated periods. This is accomplished via a new logarithmic non-reach device and a continuous lognormal generation of the discrete message frequencies.

Suggested Citation

  • A. Charnes & W. W. Cooper & J. K. Devoe & D. B. Learner & W. Reinecke, 1968. "A Goal Programming Model for Media Planning," Management Science, INFORMS, vol. 14(8), pages 423-430, April.
    • Handle: RePEc:inm:ormnsc:v:14:y:1968:i:8:p:b423-b430
    DOI: 10.1287/mnsc.14.8.B423
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    Citations

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    Cited by:

    1. Kwak, N. K. & Lee, Chang Won & Kim, Ji Hee, 2005. "An MCDM model for media selection in the dual consumer/industrial market," European Journal of Operational Research, Elsevier, vol. 166(1), pages 255-265, October.
    2. Sinuany-Stern, Zilla, 2023. "Foundations of operations research: From linear programming to data envelopment analysis," European Journal of Operational Research, Elsevier, vol. 306(3), pages 1069-1080.
    3. Ghazale Kordi & Parsa Hasanzadeh-Moghimi & Mohammad Mahdi Paydar & Ebrahim Asadi-Gangraj, 2023. "A multi-objective location-routing model for dental waste considering environmental factors," Annals of Operations Research, Springer, vol. 328(1), pages 755-792, September.
    4. 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.
    5. Demirci, Mehmet & Bettinger, Pete, 2015. "Using mixed integer multi-objective goal programming for stand tending block designation: A case study from Turkey," Forest Policy and Economics, Elsevier, vol. 55(C), pages 28-36.
    6. Glover, Fred & Sueyoshi, Toshiyuki, 2009. "Contributions of Professor William W. Cooper in Operations Research and Management Science," European Journal of Operational Research, Elsevier, vol. 197(1), pages 1-16, August.
    7. Parham Fami Tafreshi & Mohammad Hasan Aghdaie & Majid Behzadian & Mahdieh Ghani Abadi, 2016. "Developing a Group Decision Support System for Advertising Media Evaluation: A Case in the Middle East," Group Decision and Negotiation, Springer, vol. 25(5), pages 1021-1048, September.
    8. Bhattacharya, U.K., 2009. "A chance constraints goal programming model for the advertising planning problem," European Journal of Operational Research, Elsevier, vol. 192(2), pages 382-395, January.
    9. Arshia Kaul & Sugandha Aggarwal & Mohan Krishnamoorthy & P. C. Jha, 2018. "Multi-period media planning for multi-products incorporating segment specific and mass media," Annals of Operations Research, Springer, vol. 269(1), pages 317-359, October.
    10. Şeyda Gür & Tamer Eren, 2018. "Scheduling and Planning in Service Systems with Goal Programming: Literature Review," Mathematics, MDPI, vol. 6(11), pages 1-16, November.

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