A Goal Programming Model for Media Planning

A. Charnes, W. W. Cooper, J. K. Devoe, D. B. Learner and W. Reinecke
Additional contact information
A. Charnes: Northwestern University
W. W. Cooper: Carnegie-Mellon University
J. K. Devoe: Cargill, Wilson & Acree, Inc.
D. B. Learner: Batten, Barton, Durstine & Osbom, Inc.
W. Reinecke: Henderson Advertising Agency, Inc., Greenville, South Carolina

Management Science, 1968, vol. 14, issue 8, B423-B430

Abstract: A goal programming model for selecting media is presented which alters the objective and extends previous media models by accounting for cumulative duplicating audiences over a variety of time periods. This permits detailed control of the distribution of message frequencies directed at each of numerous marketing targets over a sequence of interrelated periods. This is accomplished via a new logarithmic non-reach device and a continuous lognormal generation of the discrete message frequencies.

Date: 1968
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