Media Scheduling: A Stochastic Dynamic Model Approach

Fred S. Zufryden

50 citations0/0 files storedManagement Science

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Market Behavior and Pricing Optimization and Mathematical Programming

Abstract

A stochastic model is developed with application to both the study of consumer behavior and the scheduling of advertising media. This model incorporates a stochastic response behavior model which examines changes in brand purchase probability over time through the integration of consumer advertising exposure response, purchase incidence behavior and purchase-event feedback constructs. The response behavior model provides the basis for the objective function of a general media scheduling model that is formulated as a binary integer mathematical programming system. Among the factors considered or reflected in the media model are the sales potentials of the target audience and respective market segments, advertising budget, media timing, exposure probabilities, and time patterns (e.g., advertising carry-over, forgetting and saturation effects). Finally, efficient heuristic programming techniques are proposed for solving the media model.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 50 citations exist upstream.

References

2005The Optimality of (S,s) Policies in the Dynamic Inventory Problem 1971Stochastic Models of Buying Behavior.1966Testing Brand - Switching Models 1964Mathematical models and marketing management

Cited by

1998SPOT: Scheduling Programs Optimally for Television 1977A Composite Heterogeneous Model of Brand Choice and Purchase Timing Behavior 1978An Empirical Evaluation of a Composite Heterogeneous Model of Brand Choice and Purchase Timing Behavior 2013Communication and marketing of services by religious organizations in India 1982An Approach for Assessing Demographic and Price Influences on Brand Purchase Behavior 1987A Model for Relating Advertising Media Exposures to Purchase Incidence Behavior Patterns 1990Advances in Media Decision Models 1975Optimal Multi-Period Advertising Budget Allocation within a Competitive Environment

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.