A multiobjective approach for maximizing the reach or GRP of different brands in TV advertising

This paper focuses on a multiobjective optimization problem in TV advertising from an advertising agency's perspective, which involves deciding on which commercial breaks to air the ads of various brands to jointly maximize reach or gross rating point (GRP) for the different brands subject to b...

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Bibliographic Details

Published in:	International transactions in operational research Vol. 27; no. 3; pp. 1664 - 1698
Main Authors:	Evangelista, Vivian M., Regis, Rommel G.
Format:	Journal Article
Language:	English
Published:	Oxford Blackwell Publishing Ltd 01.05.2020
Subjects:	Advertising Algorithms Decision making gross rating point Integer programming multiobjective optimization Multiple objective analysis Operations research Optimal advertising Optimization Pareto optimum Pareto‐optimal reach Television advertising
ISSN:	0969-6016, 1475-3995
Online Access:	Get full text
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