Decision support system for media planning

A prototype decision support system (DSS) is developed to assist the media planner in quantitatively analyzing a variety of marketing and communications factors. In developing this system, the factors considered include duplication of audience, probabilities of exposure, media vehicle attributes, variable media costs, and the composition of target market audiences. The DSS subsequently guides the media planner in using the available information in an effective manner. The system incorporates well-accepted domain models to generate media plans, and to evaluate the subject, timing and location of the advertisement.