Computer Models in Advertising Media Selection

Abstract

There is a clear dichotomy between the optimizing and the nonoptimizing approaches. The four main methods using the optimizing approach are: (1) linear programming, (2) nonlinear programming, (3) iteration or marginal analysis, and (4) dynamic programming. The two major nonoptimizing approaches are (1) heuristic programming and (2) simulation. One of the known models using each approach is examined in detail. The relative merits of the various approaches are then discussed.