An approach to planning an advertising campaign of goods and services

被引：10

作者：

Belenky, AS ^{[1
]}

机构：

[1] Russian Acad Sci, Inst Control Sci, Moscow, Russia

[2] NISTRAMAN Consulting, Brookline, MA 02446 USA

来源：

COMPUTERS & MATHEMATICS WITH APPLICATIONS | 2001年 / 42卷 / 6-7期

关键词：

advertising campaign; consumers' behaviour; expectation; nonlinear programming; probability of an event;

D O I：

10.1016/S0898-1221(01)00215-2

中图分类号：

O29 [应用数学];

学科分类号：

070104 ;

摘要：

An operations research approach to planning an advertising campaign of goods and services is employed to demonstrate the expediency of the use and the power of applied mathematics tools in solving business and trade problems, It is shown that under certain natural assumptions, the considered planning problem can be formulated as an optimization one, namely, as a nonlinear programming problem with linear constraints in which the constraints represent relations of the balance type on expenditures associated with the campaign, whereas the goal function is the mean value of a number of potential consumers that will buy the advertised goods and services as a result of the campaign and is calculated in accordance with statistical regularities reflecting the consumers' behaviour, (C) 2001 Elsevier Science Ltd. All rights reserved.

引用

页码：993 / 1008

页数：16