Some applications of operational research in advertising
- 1 March 1973
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 7 (3) , 166-175
- https://doi.org/10.1108/eum0000000005111
Abstract
Examines the use of media scheduling in the field of advertising. Looks at newspaper publishers, in particular, investigating forecasting of advertisement space and revenue; the pricing problem of advertisement rates; and some specific applications of operational research in planning for a newspaper colour supplement. Stresses the use of relatively simple models in this area.Keywords
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