A mathematical programming study of advertising allocation problem

摘要

The way a given product should be advertised on television in order to achieve the highest rating under specific restrictions was and still is one of the problems companies using advertising face. In this paper, this problem is approached using mathematical programming. What is asked, is the best possible combination of placements of a commercial (which channel, what time, how often) with the objective of the highest rating and subject to the limitation of the capital that is available for advertising. At the same time, the applied model results in a decrease in the time needed for the programming of the television time.