Note—A Note on Modeling the Relationship of Diminishing Returns to Media Overlap for the Media Planning Problem
- 1 September 1975
- journal article
- Published by Institute for Operations Research and the Management Sciences (INFORMS) in Management Science
- Vol. 22 (1) , 111-115
- https://doi.org/10.1287/mnsc.22.1.111
Abstract
A recent article in Management Science by Zufryden [Zufryden, F. S. 1973. Media scheduling: A stochastic dynamic model approach. Management Sci. 19 (12, August) 1395–1406.] describes a media selection and scheduling model which neglects to consider diminishing returns to repeated exposures at the individual level. This note illustrates the problem by example and cautions potential users to inaccuracies that would occur if the model were to be used in practice.Keywords
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