A Goal Programming Model for Selection and Scheduling of Advertisements on Online News Media

Manik, Prerna; Gupta, Anshu; Jha, Prakash C.; Govindan, Kannan

doi:10.1142/s0217595916500123

Cited by 7 publications

(3 citation statements)

References 24 publications

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“…In [21], mixed-integer goal programming is developed to determine the types of media and advertising frequency in the dual consumer/industrial market. Branch and bound integer programming and goal programming techniques have been used to maximize the advertising revenue in news websites [25]. Moreover, Jea et al [17] proposed an advertisement scheduling plan and used branch and bound techniques to maximize the profit in online advertising agencies.…”

Section: Media Planningmentioning

confidence: 99%

An application of approximate dynamic programming in multi-period multi-product advertising budgeting

Khalilzadeh

Neghabi

Ahadi

2023

JIMO

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<p style='text-indent:20px;'>Advertising has always been considered a key part of marketing strategy and played a prominent role in the success or failure of products. This paper investigates a multi-product and multi-period advertising budget allocation, determining the amount of advertising budget for each product through the time horizon. Imperative factors including life cycle stage, <inline-formula><tex-math id="M1">\begin{document}$ BCG $\end{document}</tex-math></inline-formula> matrix class, competitors' reactions, and budget constraints affect the joint chain of decisions for all products to maximize the total profits. To do so, we define a stochastic sequential resource allocation problem and use an approximate dynamic programming (<inline-formula><tex-math id="M2">\begin{document}$ ADP $\end{document}</tex-math></inline-formula>) algorithm to alleviate the huge size of the problem and multi-dimensional uncertainties of the environment. These uncertainties are the reactions of competitors based on the current status of the market and our decisions, as well as the stochastic effectiveness (rewards) of the taken action. We apply an approximate value iteration (<inline-formula><tex-math id="M3">\begin{document}$ AVI $\end{document}</tex-math></inline-formula>) algorithm on a numerical example and compare the results with four different policies to highlight our managerial contributions. In the end, the validity of our proposed approach is assessed against a genetic algorithm. To do so, we simplify the environment by fixing the competitor's reaction and considering a deterministic environment.</p>

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Section: Media Planningmentioning

confidence: 99%

An application of approximate dynamic programming in multi-period multi-product advertising budgeting

Khalilzadeh

Neghabi

Ahadi

2023

JIMO

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“…Advertising plays a key role in the promotion of products and services, and there are differences in the use of advertising depending on the medium in which it is presented. Online advertising has the advantage of ease of implementation, wide reach, cost-effectiveness, and the ability for potential customers to interact with the advertisement (Manik, Gupta, & Kannan, 2016). A quality online advertisement should adhere to three basic parameters: the customer receives quality information from it, it uses quality design, and it is user-friendly (Husin, Destarianto, Dewanto, & Murti, 2019).…”

Section: Online Advertisingmentioning

confidence: 99%

Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach

Madleňák,

Kupec,

Hladíková

et al. 2023

Acad. J. Interdiscip. Stud.

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In an environment of hypercompetition, Industry 4.0 and the impact of the social trend called groundswell on corporate communication mediated through social media, online advertising is critical to enterprise marketing. Moreover, the COVID-19 pandemic has accelerated the transformation from classical advertising to digital. The Controlling/Audit approach could serve as a tool for optimising online advertising performance. The paper analyses a sample of online advertisements (n=248,812) and the finding of this research points to possible significant improvement in CPT (Cost per thousand) ratio and enhanced efficiency of enterprise marketing strategies. Based on the research findings, three linear regression models were developed for improving investment in online advertising. These models were used to set up a controlling/audit approach that was experimentally tested in selected enterprises. Experimental testing proved that Controlling/Audit improved the efficiency of online advertising, in some cases, by over 50% in terms of CPT. Received: 24 June 2023 / Accepted: 23 August 2023 / Published: 5 September 2023

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“…Periklanan digunakan sebagai salah satu metode penting bagi perusahaan untuk mempromosikan produk atau layanan (Kim & Moon, 2020).Ada berbagai platform untuk menampilkan iklan, seperti siaran, media cetak, atau Internet.Dengan peningkatan drastis dalam komunitas online, banyak perusahaan telah memperhatikan iklan web.Selain itu, iklan web memiliki lebih banyak penelusuran, efektivitas biaya, jangkauan, dan interaktivitas dibandingkan platform lain, sehingga popularitas iklan web dapat diharapkan untuk terus berlanjut (Manik, Gupta, Jha, & Govindan, 2016).…”

Section: Efektivitas Iklanunclassified

Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping Enjoyment

Wiwoho¹

2021

E-Bis

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Perkembangan teknologi informasi menuntut setiap usaha untuk meningkatkan inovasi layanan, salah satunya adalah dengan strategi yang memicu pembelian tidak terencana atau pembelian impulsif. Penelitian ini betujuan untuk mengetahui peran E-environment dan efektivitas iklan terhadap pembelian impulsif melalui shopping enjoyment pada pengguna marketplace di Kabupaten Kebumen. Survei dilakukan pada bulan November 2020-Januari 2021 dengan melibatkan sebanyak 312 masyarakat pengguna marketplace. Alat analisis yang digunakan dalam penelitian ini adalah path analysis dengan bantuan SPSS versi 25. Penelitian ini merupakan jenis penelitian kuantitatif dengan pendekatan cross-sectional atau metode survei. Hasil penelitian ini menunjukan bahwa E-environment dan efektivitas iklan berpengaruh terhadap shopping enjoyment. Disamping itu, shopping enjoyment memiliki peran mediasi yang menjembatani hubungan variabel independen dan depeneden didalam model penelitian. Penelitian ini memberikan gambaran dan strategi bagi manajemen untuk meningkatkan penjualan melalui pembelian impulsif.

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A Goal Programming Model for Selection and Scheduling of Advertisements on Online News Media

Cited by 7 publications

References 24 publications

An application of approximate dynamic programming in multi-period multi-product advertising budgeting

An application of approximate dynamic programming in multi-period multi-product advertising budgeting

Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach

Determinan Pembelian Impulsif di Marketplace: Peran E-environment dan Efektivitas Iklan dan Shopping Enjoyment

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