Decomposition of a Multi-Period Media Scheduling Model in Terms of Single Period Equivalents.
Abstract
The paper develops a method to choose media plans for the next n-periods in order to maximize net discounted profits. The method uses Optimal Control Theory and appears to be computationally more efficient than existing approaches. It is shown that the n-period problem can be decomposed into n one-period media scheduling problems with objective functions modified to account for carry-over effects. The one-period problems can then be solved by conventional methods. The decomposition method is then applied to derive steady state media plans for an infinite horizon model. It is also shown applicable to the derivation of the optimal mix for a marketing program. (Author)
Document Details
- Document Type
- Technical Report
- Publication Date
- Jun 01, 1970
- Accession Number
- AD0720297
Entities
People
- V. Srinivasan
Organizations
- Carnegie Mellon University