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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Bibliographic Details
Published in:	The Journal of the Operational Research Society Vol. 42; no. 7; pp. 537 - 542
Main Author:	Danaher, Peter J.
Format:	Journal Article
Language:	English
Published:	London Taylor & Francis 01.07.1991 Macmillan Press Palgrave Macmillan UK Palgrave Pergamon Press Taylor & Francis Ltd
Subjects:	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
Online Access:	Get full text
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