Title: Media planning and preferences: a fuzzy goal programming model

Authors: Cinzia Colapinto; Davide La Torre

Addresses: Department of Management, Ca' Foscari University of Venice, San Giobbe – Cannaregio 873-30121, Venice, Italy ' Department of Economics, Management and Quantitative Methods, University of Milan, Milan, Italy; Department of Applied Mathematics and Sciences, Khalifa University, Abu Dhabi, UAE

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.

Keywords: media planning; fuzzy goal programming; FGP; marketing campaigns; preferences; modelling; media campaigns; mature products; Italy; multicriteria decision making; MCDM; advertising.

DOI: 10.1504/IJMCDM.2015.071246

International Journal of Multicriteria Decision Making, 2015 Vol.5 No.3, pp.167 - 181

Received: 25 Feb 2014
Accepted: 05 Sep 2014

Published online: 18 Aug 2015 *

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