IDEAS home Printed from
   My bibliography  Save this article

An application of multiple objective linear programming to media selection


  • Steuer, Ralph E
  • Oliver, Richard L


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.

Suggested Citation

  • Steuer, Ralph E & Oliver, Richard L, 1976. "An application of multiple objective linear programming to media selection," Omega, Elsevier, vol. 4(4), pages 455-462.
  • Handle: RePEc:eee:jomega:v:4:y:1976:i:4:p:455-462

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jomega:v:4:y:1976:i:4:p:455-462. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.