Media Selection by Linear Programming
Open Access
- 1 February 1965
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 2 (1) , 83-88
- https://doi.org/10.1177/002224376500200113
Abstract
➤Linear programming models for media selection have limited application because the function describing the aggregate response to additional inputs of advertising effort is generally non-linear. The authors present a general media mix model which assumes linear response and illustrate how the model can be modified to accommodate non-linearity while still using the revised simplex method as a solution algorithm.Keywords
This publication has 2 references indexed in Scilit:
- An Operations-Research Study of Sales Response to AdvertisingOperations Research, 1957
- An Optimum Geographical Distribution of Publicity Expenditure in a Private OrganisationManagement Science, 1956