Optimization model for the budget distribution between advertising vehicles
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- Category: Economy
- Last Updated on Friday, 04 January 2013 14:21
- Published on Friday, 04 January 2013 14:21
- Hits: 3585
Authors: T.B. Reshetilova, V.K. Nikolaieva
The expediency of using the two-level model of linear programming for budget distribution between advertising vehicles has been substantiated. The goal-oriented function is to maximize audience, which takes into consideration the feed-back. In terms of results of marketing research it has been found out the advertising vehicles which appear appropriate for advertising campaign of complicated product. The developed model allows creating a media-plan for whole advertising campaign and media-plans for each advertising vehicle separately.
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