Optimizing Response Functions of Media Exposure Distributions

The object of this paper is to show how to maximize the expected response of an advertising campaign, subject to a budget constraint. Four response functions are considered with closed-form solutions given for the resulting expected responses. These expected responses use only univariate marginal di...

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Vydáno v:The Journal of the Operational Research Society Ročník 42; číslo 7; s. 537 - 542
Hlavní autor: Danaher, Peter J.
Médium: Journal Article
Jazyk:angličtina
Vydáno: London Taylor & Francis 01.07.1991
Macmillan Press
Palgrave Macmillan UK
Palgrave
Pergamon Press
Taylor & Francis Ltd
Témata:
Advertising
Advertising campaigns
Advertising media
Applied sciences
Business and Management
Case-Oriented Paper
Case-Oriented Papers
Emergency vehicles
Estimate reliability
Estimation methods
Exact sciences and technology
Firm modelling
Heuristic
Heuristics
Integer programming
Management
Mathematical functions
Media Response Functions
Modeling
Operational research and scientific management
Operational research. Management science
Operations research
Operations Research/Decision Theory
Optimization
Vehicles
Media Response Functions
Advertising
Heuristics
Optimization
Integer programming
Response function
Constraint
Heuristic method
Media
Budget
Non linear programming
ISSN:0160-5682, 1476-9360
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Popis
Shrnutí:The object of this paper is to show how to maximize the expected response of an advertising campaign, subject to a budget constraint. Four response functions are considered with closed-form solutions given for the resulting expected responses. These expected responses use only univariate marginal distributions and pairwise duplications, so they can be rapidly calculated compared with the usual cumbersome calculation based on the full frequency distribution. A simple heuristic solution to the formulated non-linear integer programming problem is given, resulting in big savings in computation time over the branch-and-bound technique, for example.
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ISSN:0160-5682
1476-9360
DOI:10.1057/jors.1991.112