A weapon-target assignment approach to media allocation

Cetin E., Esen S.

APPLIED MATHEMATICS AND COMPUTATION, cilt.175, sa.2, ss.1266-1275, 2006 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 175 Sayı: 2
  • Basım Tarihi: 2006
  • Doi Numarası: 10.1016/j.amc.2005.08.041
  • Dergi Adı: APPLIED MATHEMATICS AND COMPUTATION
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Sayfa Sayıları: ss.1266-1275
  • Anahtar Kelimeler: media modeling, advertising campaign, budget allocation, integer nonlinear programming, spreadsheet modeling, military operations research, SELECTION, MODEL, OPTIMIZATION
  • İstanbul Üniversitesi Adresli: Evet

Özet

An important problem which media planners face with is media allocation including budget allocation for an advertising campaign in an optimal frame. This study developed a near optimization model, originated from the weapon-target assignment problem of military operations research, that allocates both media and budget. The proposed model, which is independent of the duration of an advertising campaign, also schedules advertisements during the day. The presented model is an integer nonlinear programming problem. A hypothetical example is given and solved by MS Excel as a powerful spreadsheet tool. MS Excel's Solver is also proposed to solve NP-complete type problems. This study is a good example of military operations research models that can be adapted to contemporary business world applications. (c) 2005 Elsevier Inc. All rights reserved.