Optimal Media Selection Tool
dc.contributor.advisor | Othman, Mohammad | |
dc.contributor.author | Qaimari, Aseel | |
dc.contributor.author | Antari, Mohammad | |
dc.contributor.author | Khammash, Sally | |
dc.contributor.author | Sinnokrot, Shireen | |
dc.date.accessioned | 2017-10-17T06:53:32Z | |
dc.date.available | 2017-10-17T06:53:32Z | |
dc.date.issued | 2017-05-10 | |
dc.description.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. | en_US |
dc.identifier.uri | https://hdl.handle.net/20.500.11888/10411 | |
dc.language.iso | en | en_US |
dc.title | Optimal Media Selection Tool | en_US |
dc.type | Graduation Project | en_US |
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