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An application of multiple objective linear programming to media selection

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  • Steuer, Ralph E
  • Oliver, Richard L
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    Abstract

    A 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 Info

    Article provided by Elsevier in its journal Omega.

    Volume (Year): 4 (1976)
    Issue (Month): 4 ()
    Pages: 455-462

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    Handle: RePEc:eee:jomega:v:4:y:1976:i:4:p:455-462

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