A Branch and Bound Algorithm for the List Selection Problem in Direct Mail Advertising

F. Robert Dwyer and James R. Evans
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F. Robert Dwyer: University of Cincinnati
James R. Evans: University of Cincinnati

Management Science, 1981, vol. 27, issue 6, 658-667

Abstract: This paper describes a branch and bound approach for optimizing a media selection problem, namely, to choose the best set of mailing lists to maximize audience reach. Prompted by a national retailer's interest in more effective and efficient direct mail catalogue distribution, the algorithm exploits current heuristic approaches which improve computational efficiency. A numerical example and computational experience using actual data are discussed, along with extensions to other practical situations.

Keywords: marketing: advertising/promotion; industries: retail; programming: integer algorithms; branch and bound (search for similar items in EconPapers)
Date: 1981
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:27:y:1981:i:6:p:658-667

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