کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4631003 | 1340614 | 2011 | 17 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Optimal media planning for multi-products in segmented market Optimal media planning for multi-products in segmented market](/preview/png/4631003.png)
Promotion is an essential stage of any product life cycle. All firms either concerned with single or multiple products promote their products. Advertising is the most dominated form of promotion for most of the products. Our research focuses on firms which produces a multiple range of products and advertise them using available media options. The budget constraint forms the major restriction. The existing research in media allocation of multiple products ignores the market segmentation and formulates the media plan assuming all segments alike. In this paper we formulate a media planning problem for allocating the available budget in multiple media that are found suitable for the advertising of multiple products considering marketing segmentation aspect of advertising. The objective is to maximize the total reach in all the segments. Goal programming technique is used to solve the problem. A case study is presented to show the real life application of the model.
Journal: Applied Mathematics and Computation - Volume 217, Issue 16, 15 April 2011, Pages 6802–6818