A METHOD OF OPTIMIZATION OF ADVERTISING TIME/PLACE PURCHASING IN MASS MEDIA BY MEANS OF A GENETIC ALGORITHM

摘要

The subject of the application is a method for optimizing the purchase of advertising location/ time in the mass media, using a genetic algorithm. The nature of the solution is characterised in that optimal advertising location/ time purchase plans in the future are produced on the basis of detailed data on previously broadcast advertising locations/ times. When entered into the optimizer, these are entered into the optimiser pairwise along with optimisation parameters and transformed to produce a series of media plan generations using a modified genetic algorithm. The results obtained are analysed in terms of cost, scope and the GRP of the advertising campaign.