A linear programming approach for determining optimal advertising policy

Ching, Wai‐Ki; Yuen, Wai-On; Ng, Michael K.; Zhang, Shuqin

doi:10.1093/imaman/dpi039

Cited by 10 publications

(3 citation statements)

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“…However there are studies on modelling systems for stimulating product sales. W. K. Ching et al (2006), as well as B. Pérez-Gladish et al (2010) suggested linear logistical models in the field of advertising with the function of efficiency-maximization of a general amount of sales.…”

Section: Literature Reviewmentioning

confidence: 99%

Logistical modelling of managerial decisions in social and marketing business systems

Velychko

2017

Journal of International Studies

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Abstract. Logistical modelling of business systems within the context of mathematical logistics, logistical management, operational research as well as rationalistic provision of logistics at an enterprise have been considered in the article. The research was carried out on the methodological basis which included the authors' developments and implied conveying familiar knowledge on new objects within the field of linear programming. Scientific novelty concerns the development of categorical toolkit as well as the existing methodical approaches of rationalistic logistics to managerial decisions. Rational areas of using terms "logistical model" and "model of logistics" in business environment have been determined. The authors' methodology of constructing logistical models in management of separate social and marketing systems of enterprises according to minimization and maximization criteria is presented. Ways of using modelling at not conventional objects of logistical support for managerial decisions have been suggested in the context of studying the moral psychological climate of staff and complex estimation of socioeconomic measures of staff management improvement. The procedure of logistical optimization in the system of distributing and advertising activity of the enterprise has been developed. Approbation of the developed models has been carried out and possibilities for further model's complication by output data, variables, and limitations under specific practical conditions have been grounded.

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Section: Literature Reviewmentioning

confidence: 99%

Logistical modelling of managerial decisions in social and marketing business systems

Velychko

2017

Journal of International Studies

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“…Subodha et al [14] discusses the techniques of Hybrid Genetic Algorithm (GA) to schedule the advertisements on a web page to maximizes the revenue. A linear programming approach for determining optimal advertising policy by Ching et al [7] proposes advertising model which can capture the advertising wear out phenomenon. The aim was to derive an optimal pulsation advertising strategy.…”

Section: Literature Review-media Allocation Modelsmentioning

confidence: 99%

Optimal media planning for multi-products in segmented market

Jha

Aggarwal

Gupta

2011

Applied Mathematics and Computation

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“…Several studies also probed into the optimal allocation of ad budgets across different time periods (e.g., Sasieni, 1971Sasieni, , 1989Mahajan & Muller, 1986;Vakratsas, Feinberg, Bass, & Kalyanaram, 2004;Ching, Yuen, Ng, & Zhang, 2006). In these studies, the shape of the ad response function plays an important role in dynamic ad strategies.…”

Section: Literature Reviewmentioning

confidence: 99%

A Grey Relation-Based Model for Setting an Advertising Budget of Theme Parks

Chiu

Chen

2009

Journal of Hospitality Marketing & Management

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The issues of advertising (ad) budgeting have been extensively explored in both the academic and practical areas, but budget allocation regarding the multiproduct model with periodic ad policies has been seldom included in the discussions. This article aims to address the issues and proposes a new ad budgeting model with an application to theme parks. The objective of this model is to allocate a given ad budget among the media of TV stations so that the opportunity to see (OTS) the planning sections can be maximized. The grey relation analysis is used in this study to make an estimate of the model coefficients. To demonstrate the effectiveness of the model, a leisure industrial case is illustrated to outline the procedure for developing the model, including guidelines for estimating the key parameters of the model.

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A linear programming approach for determining optimal advertising policy

Cited by 10 publications

References 0 publications

Logistical modelling of managerial decisions in social and marketing business systems

Logistical modelling of managerial decisions in social and marketing business systems

Optimal media planning for multi-products in segmented market

A Grey Relation-Based Model for Setting an Advertising Budget of Theme Parks

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