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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Vydané v:	International transactions in operational research Ročník 27; číslo 3; s. 1664 - 1698
Hlavní autori:	Evangelista, Vivian M., Regis, Rommel G.
Médium:	Journal Article
Jazyk:	English
Vydavateľské údaje:	Oxford Blackwell Publishing Ltd 01.05.2020
Predmet:	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
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