MEDIA SCHEDULING AND SOLUTION APPROACHES.

A media model that selects and schedules advertisements over time subject to a budgetary constraint is formulated as a large-scale, zero-one, integer programming model. A solution to the model by means of standard optimization techniques is infeasible or impractical, because of its complex structure. Consequently, several computationally efficient alternative solution approaches are developed and evaluated. These are shown to provide good (often optimal) solutions to the model and also appear to have a wide range of applicability to other media models and optimization problems with similar structures.