Some applications of operational research in advertising

Abstract

Examines the use of media scheduling in the field of advertising. Looks at newspaper publishers, in particular, investigating forecasting of advertisement space and revenue; the pricing problem of advertisement rates; and some specific applications of operational research in planning for a newspaper colour supplement. Stresses the use of relatively simple models in this area.

Citation

Higgins, J.C. (1973), "Some applications of operational research in advertising", European Journal of Marketing, Vol. 7 No. 3, pp. 166-175. https://doi.org/10.1108/EUM0000000005111