Summary
Operational details of the application of linear programming to advertising media selection. The influence of weighting systems used to adjust audience data and various restraint systems is examined with actual data on an oral hygiene product as inputs.
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© 1976 Springer-Verlag Berlin Heidelberg
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Bass, F.M., Lonsdale, R.T. (1976). An Exploration of Linear Programming in Media Selection. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_46
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DOI: https://doi.org/10.1007/978-3-642-51565-1_46
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
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