Media Selection by Linear Programming

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 c...

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Bibliographic Details
Published in:Journal of marketing research 1965-02, Vol.2 (1), p.83-88
Main Authors: Brown, Douglas B., Warshaw, Martin R.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Approximation
Coefficients
Colors
Editorials
Linear programming
Mathematical programming
Objective functions
Print advertising
Readership
Simplex method
Spot television
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Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224376500200113