Accession Number : AD0720297

Title :   Decomposition of a Multi-Period Media Scheduling Model in Terms of Single Period Equivalents.

Descriptive Note : Research rept.,

Corporate Author : CARNEGIE-MELLON UNIV PITTSBURGH PA MANAGEMENT SCIENCES RESEARCH GROUP

Personal Author(s) : Srinivasan,V.

Report Date : JUN 1970

Pagination or Media Count : 35

Abstract : The paper develops a method to choose media plans for the next n-periods in order to maximize net discounted profits. The method uses Optimal Control Theory and appears to be computationally more efficient than existing approaches. It is shown that the n-period problem can be decomposed into n one-period media scheduling problems with objective functions modified to account for carry-over effects. The one-period problems can then be solved by conventional methods. The decomposition method is then applied to derive steady state media plans for an infinite horizon model. It is also shown applicable to the derivation of the optimal mix for a marketing program. (Author)

Descriptors :   (*MANAGEMENT PLANNING AND CONTROL, *SCHEDULING), SET THEORY, MATRICES(MATHEMATICS), PUBLIC RELATIONS, COSTS, MATHEMATICAL MODELS, COMMERCE

Subject Categories : Administration and Management
      Operations Research

Distribution Statement : APPROVED FOR PUBLIC RELEASE