Optimal Media Selection Tool
Date
2017-05-10
Authors
Qaimari, Aseel
Antari, Mohammad
Khammash, Sally
Sinnokrot, Shireen
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Abstract
In the world of excessive competition, attracting and satisfying consumers who are the central point in every business is becoming more difficult than producing the good itself. Hence advertising has witnessed a rapid growth in the last periods for its crucial role in marketing and has eventually become an indispensable of reaching the consumers.
Since It is said that many a small thing has been made large by the right kind of advertising, and It takes a good advertising plan to attract the attention of consumers and get them.
This project states an integral part of optimum advertising decision making and presents a media planning model that determines the optimal media mix with an objective of maximizing the overall reach and frequency dedicated to consumers through the potential market being categorized into a number of segments based upon a linear integer mathematical.
A case study is presented to illustrate the application of the model in which the market considered is geographically segmented on the basis of cultural and lingual diversity. A lingo programmed system technique is discussed to solve the problem.
The resulted optimization model is developed and validated to be applicable through a real-life case in such market.