Multi-product dynamic advertisement planning in a segmented market

DOI10.2298/YJOR170117016AzbMath1474.90240MaRDI QIDQ4987688

Anshu Gupta, P. C. Jha, Arshia Kaul, Sugandha Aggarwal, Mohan Krishnamoorthy

Publication date: 3 May 2021

Published in: Yugoslav Journal of Operations Research (Search for Journal in Brave)

zbMATH Keywords

dynamic modelmultiple productssegmented marketmedia planningcross-product effectretention factor

Mathematics Subject Classification ID

Integer programming (90C10) Multi-objective and goal programming (90C29) Linear programming (90C05) Marketing, advertising (90B60)

Related Items (3)

Multi‐objective reference point techniques to optimize profitability, growth, and risk in the non‐life insurance industry: international analysis ⋮ Goal programming to evaluate the profile of the most profitable insurers: an application to the Spanish insurance industry ⋮ Multi-period media planning for multi-products incorporating segment specific and mass media

Cites Work

• Unnamed Item
• Optimal media planning for multi-products in segmented market
• A chance constraints goal programming model for the advertising planning problem
• Determining the optimal return on investment for an advertising compaign
• Dynamic promotional budgeting and media allocation
• Multistage multiproduct advertising budgeting
• Multi-criteria media mix decision model for advertising a single product with segment specific and mass media
• Proper efficiency and the theory of vector maximization
• Media Selection and Fuzzy Linear Programming

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