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- Title
Media Selection by Linear Programming.
- Authors
Brown, Douglas B.; Warshaw, Martin R.
- Abstract
Linear programming models for media selection have limited application because the function describing the aggregate response to additional inputs of advertising effort is generally non-linear. The authors present a general media mix model which assumes linear response and illustrate how the model can be modified to accommodate non-linearity while still using the revised simplex method as a solution algorithm.
- Subjects
ADVERTISING; LINEAR programming; MODELS &; modelmaking; ALGORITHMS; INDUSTRIAL publicity; NONBOOK materials selection; MARKETING; MARKETING models; ADVERTISING effectiveness; MARKETING research
- Publication
Journal of Marketing Research (JMR), 1965, Vol 2, Issue 1, p83
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3149343