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| Author: | Tektas, A. Alakavuk, E.D. |
| Title: | Allocation model: A tool to develop effective media plans for Turkey |
| Journal: | International Journal of Advertising
2003 : VOL. 22:3, p. 333-348 |
| Index terms: | Advertising media Planning Models Turkey |
| Language: | eng |
| Abstract: | This paper deals with media planning. An integer linear programming model on media planning is developed incorporating qualitative and quantitative aspects suitable to the characteristics and needs of a media environment. The objective of the model is to allocate a given advertising budget among competing magazines by the use of analytic hierarchy process (AHP) so that opportunity-to-see (OTS) is maximised. The application of the model to two consumer products proved to increase OTS considerably. The development and application of the model is especially valuable for Turkey because the number of magazines is continuously increasing, readership is low, syndicated research services are limited and models are not widely used in media planning. |
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