Catalog Advertising Allocation

W. D. Sokolick and Philip H. Hartung
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W. D. Sokolick: Montgomery Ward Division, Marcor Incorporated
Philip H. Hartung: Montgomery Ward Division, Marcor Incorporated

Management Science, 1969, vol. 15, issue 10, B521-B529

Abstract: The catalog advertising allocation problem is one of allocating space (pages) in a catalog to products. Different allocations of space will have different catalog preparation costs and will produce different total catalog sales. This paper presents a model to forecast the sales results of different space allocations, reports on the empirical validity of the forecasts, and then presents a model to maximize sales subject to a total catalog cost constraint.

Date: 1969
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:15:y:1969:i:10:p:b521-b529

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