Accession Number : AD0633008
Title : THE APPLICATION OF LINEAR PROGRAMMING TO MEDIA SELECTION.
Descriptive Note : Scientific rept.,
Corporate Author : GEORGE WASHINGTON UNIV WASHINGTON D C LOGISTICS RESEARCH PROJECT
Personal Author(s) : Frank,Steven A.
Report Date : 07 JUN 1966
Pagination or Media Count : 91
Abstract : The purpose of this paper is to determine whether the application of linear programming leads to wise and intelligent decisions in the area of media selection. A brief review of several of the formulative and computational techniques of linear programming is presented. The application of these techniques by the Young and Rubicam and by the Batten, Barton, Durstine, and Osborn advertising agencies to media selection is then analyzed on both a conceptual and on an empirical basis. The conclusion reached is that, if applied with full knowledge of its limitations, linear programming can be extremely beneficial in the area of media selection. (Author)
Descriptors : (*LINEAR PROGRAMMING, *DECISION MAKING), COMMERCE, OPERATIONS RESEARCH
Subject Categories : Economics and Cost Analysis
Distribution Statement : APPROVED FOR PUBLIC RELEASE