An Exploration of Linear Programming in Media Selection
Open Access
- 1 May 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (2) , 179-188
- https://doi.org/10.1177/002224376600300209
Abstract
➤ This article explores operational details of the application of linear programming to advertising media selection. The influence of weighting systems used to adjust audience data and various restraint systems is examined with actual data as inputs.Keywords
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