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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
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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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2010_09-10 Resh
Date 2012-12-14 Filesize 313.5 KB Download 1186

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ISSN (print) 2071-2227,
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