An application of multiple objective linear programming to media selection
AbstractA multiple objective linear programming (MOLP) method utilizing interval criterion weights is applied to the problem of media selection. Using this technique, it is possible to analyze a problem more explicitly in terms of the several objectives inherent in many media selection situations. In order to illustrate the interval criterion weights approach, a multiple objective hierarchical media selection model is presented and its computer results discussed. In addition to being able to deal more directly with different decision criteria, a distinguishing feature of the mathematical analysis applied here is that its output enables the media-planner to be presented with a small cluster of candidate media schedules (rather than just one). Then, from this list, the media-planner should be in a position to qualitatively make a final choice as a close approximation to his optimal solution.
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Bibliographic InfoArticle provided by Elsevier in its journal Omega.
Volume (Year): 4 (1976)
Issue (Month): 4 ()
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Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/375/description#description
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