Multi-criteria media mix decision model for advertising multiple product with segment specific and mass media

Sugandha Aggarwal, Anshu Gupta, P.C. Jha


Judicious media planning decisions are crucial for successful advertising of products. Media planners extensively use mathematical models supplemented with market research and expert opinion to devise the media plans. Media planning models discussed in the literature largely focus on single products with limited studies related to the multi-product media planning. In this paper we propose a media planning model to allocate limited advertising budget among multiple products advertised in a segmented market and determine the number of advertisements to be given in different media. The proposed model is formulated considering both segment specific and mass media vehicles to maximize the total advertising reach for each product. The model also incorporates the cross product effect of advertising of one product on the other. The proposed formulation is a multi-objective linear integer programming model and interactive linear integer goal programming is discussed to solve the model. A real life case study is presented to illustrate the application of the proposed model.


Multiple products, Mass advertising, Segment Spe- cific advertising, Spectrum effect, Media Planning, Multi-objective de- cision making, Interactive Approach.

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