Multi-criteria media mix decision model for advertising multiple product with segment specific and mass media

Multi-criteria media mix decision model for advertising multiple product with segment specific and mass media

Judicious media planning decisions are crucial for successful advertising of products. Media planners extensively use mathematical models supplemented with market research and expert opinion to devise the media plans. Media planning models discussed in the literature largely focus on single products...

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Bibliographic Details
Main Authors: Sugandha Aggarwal, Anshu Gupta, P.C. Jha
Format: Article
Language:English
Published: Accademia Piceno Aprutina dei Velati 2014-12-01
Series:Ratio Mathematica
Subjects:
Multiple products, Mass advertising, Segment Spe- cific advertising, Spectrum effect, Media Planning, Multi-objective de- cision making, Interactive Approach.
Online Access:http://eiris.it/ojs/index.php/ratiomathematica/article/view/29

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http://eiris.it/ojs/index.php/ratiomathematica/article/view/29

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