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- Title
A BRANCH AND BOUND ALGORITHM FOR THE LIST SELECTION PROBLEM IN DIRECT MAIL ADVERTISING.
- Authors
Dwyer, F. Robert; Evans, James R.
- Abstract
This paper describes a branch and bound approach for optimizing a media selection problem, namely, to choose the best set of mailing lists to maximize audience reach. Prompted by a national retailer's interest in more effective and efficient direct mail catalogue distribution, the algorithm exploits current heuristic approaches which improve computational efficiency. A numerical example and computational experience using actual data are discussed, along with extensions to other practical situations.
- Subjects
DIRECT mail advertising; MAILING lists (Lists of addresses); BRANCH &; bound algorithms; MAILINGS; HEURISTIC; MAILING list services industry; MARKETING research; ADVERTISING; ALGORITHMS; RETAIL industry; INTEGER programming; MANAGEMENT science
- Publication
Management Science, 1981, Vol 27, Issue 6, p658
- ISSN
0025-1909
- Publication type
Article
- DOI
10.1287/mnsc.27.6.658