Some applications of operational research in advertising

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.

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Year of publication:	1973
Authors:	Higgins, J.C.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 7.1973, 3, p. 166-175
Publisher:	MCB UP Ltd
Subject:	Advertising \| Media \| Newspaper publishing \| Marketing \| Operational audit

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005111 [DOI]
Source:	Other ZBW resources

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