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Catalog Advertising Allocation

Author

Listed:
  • W. D. Sokolick

    (Montgomery Ward Division, Marcor Incorporated)

  • Philip H. Hartung

    (Montgomery Ward Division, Marcor Incorporated)

Abstract

The catalog advertising allocation problem is one of allocating space (pages) in a catalog to products. Different allocations of space will have different catalog preparation costs and will produce different total catalog sales. This paper presents a model to forecast the sales results of different space allocations, reports on the empirical validity of the forecasts, and then presents a model to maximize sales subject to a total catalog cost constraint.

Suggested Citation

  • W. D. Sokolick & Philip H. Hartung, 1969. "Catalog Advertising Allocation," Management Science, INFORMS, vol. 15(10), pages 521-529, June.
    • Handle: RePEc:inm:ormnsc:v:15:y:1969:i:10:p:b521-b529
    DOI: 10.1287/mnsc.15.10.B521
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