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Please use this identifier to cite or link to this item: http://hdl.handle.net/10651/9870

Title: Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data
Author(s): Pérez Gladish, Blanca María
González, Ignacio
Bilbao Terol, Amelia María
Arenas Parra, María del Mar
Keywords: Ad Impact; Weber and Fechner'S Logarithmic Law; Audience Expectation; Budgeting; Multiobjective Programming; Fuzzy Techniques
Issue date: 2010
Publisher: Elsevier
Publisher version: http://dx.doi.org/10.1016/j.omega.2009.04.004
Citation: Omega, 38(1-2), p. 84-94 (2010); doi:10.1016/j.omega.2009.04.004
Format extent: 84-94
Abstract: This paper proposes a crisp two-objective logarithmic programming model to help companies decide their advertising campaigns on TV networks for mature products. Both objectives are: (a) to achieve the highest audience impact and (b) to reduce advertising costs as much as possible. Information input is fuzzily elaborated from statistical data, the fuzzy variables being defuzzified to introduce them into the crisp model. This fuzzy information is elicited by TV experts (often independent consultants). Although these experts know statistical information on audience in the past, they do not fully trust its predictive ability. The approach leads to the strategic advertisement (ad) placement among different broadcasts. Users (often managers of big companies) should inform the analyst about their advertising campaign budget. From Weber and Fechner-based psychological research, the ad impact during the advertising campaign is measured depending on the logarithm of ad repetitions. The crisp two-objective problem is solved by a tradeoff method subject to TV technical constraints. A case study with real world data is developed.
URI: http://www.sciencedirect.com/science/article/pii/S0305048309000346
ISSN: 0305-0483
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