Media Planning - Maximizing Gross OTS

Rao, A and Rao, M R (2012) Media Planning - Maximizing Gross OTS. Working Paper. SSRN. (Unpublished)

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Abstract

The problem of generating a cinema schedule for advertisement to maximize gross OTS ( Opportunities-To-See ) attracted the attention of media plan researchers. The development of a cinema schedule so that desired Reach is achieved in each town and the total cost of advertisement does not exceed a given budget was formulated as a mathematical programming problem. The problem has a linear objective function with nonlinear constraints and integer variables. A heuristic procedure was developed by researchers in the past to solve the problem. In this paper a nested dynamic programming formulation is given to obtain an optimal solution to the problem. The structure of the optimal solution and solution procedure for a special case is also discussed.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Rao, M RUNSPECIFIED
Item Type: Monograph (Working Paper)
Additional Information: The research article was published by the author with the affiliation of Indian Institute of Management Bangalore.
Uncontrolled Keywords: Media Planning, OTS, mathematical programming
Subjects: Applied Statistics and Computing
Operations Management > Supply Chain Management
Depositing User: Veeramani R
Date Deposited: 03 Apr 2019 15:45
Last Modified: 03 Apr 2019 15:45
URI: http://eprints.exchange.isb.edu/id/eprint/755
Publisher URL: http://dx.doi.org/10.2139/ssrn.2166479
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