Research Details

Abstract

A goal programming model for selecting media is presented which alters the objective and extends previous media models by accounting for cumulative duplicating audiences over a variety of time periods. This permits detailed control of the distribution of message frequencies directed at each of numerous marketing targets over a sequence of interrelated periods. This is accomplished via a new logarithmic non-reach device and a continuous lognormal generation of the discrete message frequencies.

Type

Article

Author(s)

Philip Kotler

Date Published

1964

Citations

Kotler, Philip. 1964. Toward and Explicit Model for Media Selection. Journal of Advertising Research.(1): 43-49.