Affiliation:
1. Graduate School of Business Administration, University of Michigan.
Abstract
➤Linear programming models for media selection have limited application because the function describing the aggregate response to additional inputs of advertising effort is generally non-linear. The authors present a general media mix model which assumes linear response and illustrate how the model can be modified to accommodate non-linearity while still using the revised simplex method as a solution algorithm.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
10 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献