Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data

Blanca Pérez‐Gladish

doi:10.1016/j.omega.2009.04.004

Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data

2010-02-01

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Blanca Pérez‐Gladish *

DOI：10.1016/j.omega.2009.04.004

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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. (C) 2009 Elsevier Ltd. All rights reserved

Keyword:

Ad impact

Weber and Fechner's logarithmic law

Audience expectation

Budgeting

Multiobjective programming

Fuzzy techniques

Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data

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