Optimization and implementation procedures for the media planning problem.

摘要

This dissertation addresses three criteria essential to any successful media planning problem. Namely, the ability to analyze many schedules (sequence of television programs or magazines) efficiently; the ability to model the media planning problem accurately; and incorporating realistic features into the problem.; As a guide towards accomodating the above criteria the goals that form the basis of this research effort are; Development of model for the media planning problem; Development of efficient solution algorithms and implementation of the algorithms.; Improved media planning can lead to substantial benefits for companies in terms of resource allocation and increased sales. The major objective of the proposed research is to take into consideration the above factors and develop implementation procedures for advertising media planning.; This research reviews the current literature on the media planning problem, from the perspective of the media planners as well as the model builders. It also cites the successes and the limitations of previous systems which have addressed media planning problem.; To solve the media planning problem this research develops a model and optimization algorithms, allowing advertisers to select and evaluate media schedules in an easy to use manner. Mathematical foundations of the model are presented. A new Algorithm is developed. Implementation details are also discussed.; Limitations and areas for future research are also indicated.