Media planning and preferences: a fuzzy goal programming model

Cinzia Colapinto () and Davide La Torre

International Journal of Multicriteria Decision Making, 2015, vol. 5, issue 3, 167-181

Abstract: Goal programming (GP) and its variants are well-known aggregating methodologies for solving multi-objective decision aid processes and they have been widely applied to marketing problems in the last decades. In this paper, we present a fuzzy GP model with integer variables for media planning. The proposed model is applied to a real case study concerning a marketing/media campaign for a mature product in Italy.

Keywords: media planning; fuzzy goal programming; FGP; marketing campaigns; preferences; modelling; media campaigns; mature products; Italy; multicriteria decision making; MCDM; advertising. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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