IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v17y1971i6pb293-b306.html
   My bibliography  Save this article

Considering Competition in Media Planning

Author

Listed:
  • Leonard M. Lodish

    (University of Pennsylvania)

Abstract

A normative mathematical procedure for the media planning problem is proposed which explicitly considers the effect of competitors' media schedules. A predictive model is developed to evaluate expected market response due to an advertising media schedule considering the anticipated schedules of competitors as well as other major advertising phenomena. Heuristic search routines are used to select and schedule media with the objective of maximizing market response subject to budget limitations. The procedure has been applied on real problems. The market response model first divides people into market segments which are characterized by product class sales potential. Ads placed by the competing firms cause people in segments to be exposed to this advertising and thereby create a level of exposure value which decays over time in the absence of new exposures. The individual's response during a time period is a function of his retained exposure value for each competing firm and his market segment. Summing over individuals and over time to obtain total market response is approximated analytically using media coverage and overlap data that is relatively easy to gather and store.

Suggested Citation

  • Leonard M. Lodish, 1971. "Considering Competition in Media Planning," Management Science, INFORMS, vol. 17(6), pages 293-306, February.
    • Handle: RePEc:inm:ormnsc:v:17:y:1971:i:6:p:b293-b306
    DOI: 10.1287/mnsc.17.6.B293
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.17.6.B293
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.17.6.B293?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alex Jiyoung Kim & Subramanian Balachander, 2023. "Coordinating traditional media advertising and online advertising in brand marketing," Production and Operations Management, Production and Operations Management Society, vol. 32(6), pages 1865-1879, June.
    2. Etienne Bressoud & Jean-Marc Lehu, 2008. "Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions," Post-Print halshs-00303667, HAL.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:17:y:1971:i:6:p:b293-b306. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.