| Autor: |
Aggarwal, Sugandha, Kaul, Arshia, Gupta, Anshu, Jha, P. C. |
| Zdroj: |
Proceedings of the Third International Conference on Soft Computing for Problem Solving, SocProS 2013, Volume 2; 2014, p905-928, 24p |
| Abstrakt: |
A product passes through different life cycle phases once it comes in the market. During the launch phase it is promoted on mass level, second phase stresses on capturing maximum potential, and in later phases company emphasizes on retention of the product in the minds of the customers until its continuation in the market. The advertising budget and media mix used to advertise the product must be planned according to the current phase of the product. Thus it becomes imperative for a company to look at media planning problems in a dynamic manner over a planning period as the market conditions change and the product moves through its cycle with time. In this paper we have formulated a multi-period mathematical programming problem that dynamically computes the optimal number of insertions and allocates advertising budget in various media channels of a segmented market. The aim is to maximize the reach obtained through each media from all the segments in each time period under budgetary constraints and bounds on the decision variables. The reach in any period for a media is taken as a sum of current period reach and retention of the previous periods reach. Goal programming technique is used to solve the problem. A case study is presented to show the real life application of the model. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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