Accession Number : AD0646918

Title :   LP II: A GOAL PROGRAMMING MODEL FOR MEDIA PLANNING.

Descriptive Note : Research rept.,

Corporate Author : CARNEGIE INST OF TECH PITTSBURGH PA MANAGEMENT SCIENCES RESEARCH GROUP

Personal Author(s) : Charnes,A. ; Cooper,W. W. ; DeVoe,J. K. ; Learner,D. B. ; Reinecke,W.

Report Date : 11 JAN 1967

Pagination or Media Count : 18

Abstract : A goal programming model for selecting media is presented which alters the objective and extends previous media models by accounting for cumulative duplicating audiences over a variety of time periods. This permits detailed control of the distribution of message frequencies directed at each of numerous marketing targets over a sequence of interrelated periods. This is accomplished via a new logarithmic non-reach device and a continuous lognormal generation of the discrete message frequencies. (Author)

Descriptors :   (*MANAGEMENT PLANNING AND CONTROL, *MATHEMATICAL MODELS), (*LINEAR PROGRAMMING, MANAGEMENT PLANNING AND CONTROL), OPERATIONS RESEARCH, COMMERCE, CONTROL

Subject Categories : Administration and Management
      Economics and Cost Analysis

Distribution Statement : APPROVED FOR PUBLIC RELEASE