Multi product dynamic advertisement planning in a segmented market
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In this paper, a dynamic multi-objective linear integer programming model is proposed to optimally distribute a firm’s advertising budget among multiple products and media in a segmented market. To make the media plan responsive to the changes in the market, the distribution is carried out dynamically by dividing the planning horizon into smaller periods.
Nội dung trích xuất từ tài liệu:
Multi product dynamic advertisement planning in a segmented market
Nội dung trích xuất từ tài liệu:
Multi product dynamic advertisement planning in a segmented market
Tìm kiếm theo từ khóa liên quan:
Media planning Segmented market Multiple products Cross-product effect Retention factor Dynamic modelGợi ý tài liệu liên quan:
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