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- Title
Limitations of Incremental Search in Media Selection.
- Authors
Shocker, Allan D.
- Abstract
Incremental search heuristics do not identify the optimal solution to the media choice problem. With media discounts, such heuristics may not provide even a good approximation. This article discusses the reasons for this situation and considers several supplementary heuristics for improving the quality of solutions.
- Subjects
NONBOOK materials selection; MARKETING models; HEURISTIC programming; STRATEGIC planning; PROBLEM solving; ADVERTISING spending; DECISION making in marketing; OPERATIONS research; BUSINESS planning; MATHEMATICAL optimization
- Publication
Journal of Marketing Research (JMR), 1970, Vol 7, Issue 1, p101
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3149514