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Media planning and preferences: a fuzzy goal programming model

Author

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  • Cinzia Colapinto
  • Davide La Torre

Abstract

Goal programming (GP) and its variants are well-known aggregating methodologies for solving multi-objective decision aid processes and they have been widely applied to marketing problems in the last decades. In this paper, we present a fuzzy GP model with integer variables for media planning. The proposed model is applied to a real case study concerning a marketing/media campaign for a mature product in Italy.

Suggested Citation

  • Cinzia Colapinto & Davide La Torre, 2015. "Media planning and preferences: a fuzzy goal programming model," International Journal of Multicriteria Decision Making, Inderscience Enterprises Ltd, vol. 5(3), pages 167-181.
    • Handle: RePEc:ids:ijmcdm:v:5:y:2015:i:3:p:167-181
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    Cited by:

    1. Syed Mohd Muneeb & Ahmad Yusuf Adhami & Zainab Asim & Syed Aqib Jalil, 2019. "Bi-level decision making models for advertising allocation problem under fuzzy environment," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(2), pages 160-172, April.

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