AN APPROACH TO PLANNING AN ADVERTISING CAMPAIGN

An operations research approach to planning an advertising campaign of goods is employed to demonstrate the expediency of the use and the power of applied mathematics tools in solving business and trade problems In this work we propose a new approach to plan an advertising campaign using three models. It is shown that under certain natural assumptions, the considered planning problem can be formulated as an optimization one, namely, as an integer linear programming problem and nonlinear programming problem with linear constraints, in which the constraints represent the value of the advertising budget, total number of commercials and expected revenue., whereas the goal function is the GRPs of advertising. We also conducted comparative assessment of advertising campaign effectiviness to applying data envelopment analysis method to classify channels according to the level of efficiency.