MUDRAPLAN—A DSS for Media Planning: From Design to Utilization

Sukumar Rathnam, M. R. Arun, Abhijit Chaudhury and P. R. Shukla
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Sukumar Rathnam: MSIS Department, The University of Texas at Austin, Austin, Texas 78712-1175
M. R. Arun: Mudra Communications Private Limited, Manikyam Apartments, Sardar Patel Nagar, Ellisbridge, Ahmedabad 380 006, India
Abhijit Chaudhury: Department of Management Science, University of Massachusetts at Boston, Boston, Massachusetts 02125
P. R. Shukla: Production and Quantitative Methods Area, Indian Institute of Management Ahmedabad, Vastrapur, Ahmedabad 380 056, India

Interfaces, 1992, vol. 22, issue 2, 65-75

Abstract: In advertising, media planning consists of deciding where to advertise, what elements of the medium to choose, and how many insertions should appear in each vehicle. The parameters planners consider are cost and reach. Because the relationships between the variables that make up a media plan are nonlinear and often irregular, media planners have difficulty making good decisions consistently. Also it may be difficult to quantify such parameters as impact and recall. We have mathematically modeled the media-planning problem for print media as a nonlinear decision problem. In preliminary use of our DSS, a media agency saved 20 to 30 percent and obtained a solution very different from those generated by traditional trial and error methods.

Keywords: marketing: advertising/promotion; decision analysis: systems (search for similar items in EconPapers)
Date: 1992
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orinte:v:22:y:1992:i:2:p:65-75

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