Ruseckaite, Aiste; Fok, Dennis; Goos, Peter - 2016
example, consider advertisers who have to decide on the advertising media mix (e.g. 30% of the expenditures on TV advertising …, 10% on radio and 60% on online advertising) as well as on the total budget of the entire campaign. To model mixture … advertising campaigns. The mixture here is the particular media mix (TV and magazine advertising) used for a campaign. As the …