search query: @indexterm Media research / total: 210
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| Author: | Danaher, P.J. |
| Title: | Optimizing response functions of media exposure distributions |
| Journal: | Journal of the Operational Research Society
1991 : JUL, VOL. 42:7, p. 537-542 |
| Index terms: | ADVERTISING HEURISTIC METHODS OPTIMIZATION MEDIA RESEARCH |
| Language: | eng |
| Abstract: | The ways of maximizing the expected response of an advertising campaign, subject to a budget constraint are explored. Four response functions are examined with closed-form solutions given for the resulting expected responses. The expected responses can be rapidly calculated, since they use only univariate marginal distributions and pairwise duplications. A simple heuristic solution to the formulated non-linear integer programming problem is given, resulting in big savings in computation time over the branch-and-bound technique, for example. |
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