THE APPLICATION OF LINEAR PROGRAMMING TO MEDIA SELECTION.

Abstract

The purpose of this paper is to determine whether the application of linear programming leads to wise and intelligent decisions in the area of media selection. A brief review of several of the formulative and computational techniques of linear programming is presented. The application of these techniques by the Young and Rubicam and by the Batten, Barton, Durstine, and Osborn advertising agencies to media selection is then analyzed on both a conceptual and on an empirical basis. The conclusion reached is that, if applied with full knowledge of its limitations, linear programming can be extremely beneficial in the area of media selection. (Author)

Document Details

Document Type
Technical Report
Publication Date
Jun 07, 1966
Accession Number
AD0633008

Entities

People

  • Steven Frank

Organizations

  • George Washington University

Tags

DTIC Thesaurus Topics

  • Applied Mathematics
  • Computer Programming
  • Computing-Related Activities
  • Convex Programming
  • Interdisciplinary Science
  • Linear Programming
  • Mathematical Programming
  • Mathematics

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Research Science/Academic Research
  • Systems Analysis and Design