Building up a Sequence of Optimum Media Schedules

Abstract

A mathematical model is proposed for finding the response to an advertising campaign. Although, hypothetically, there is no restriction on the media involved, the assumptions made are more suited to a campaign in newspapers or magazines, rather than, for example, on television. The deficiencies in the model are discussed, and the use of such a model is compared with the use of simulation techniques. Two previous attempts to optimize similar models are discussed, and a technique for building up a sequence of optimum schedules with an example and a proof of the optimum properties are presented.