Title: Cost minimisation for television advertising schedules designed by media agencies

Authors: Po-Yu Chen

Addresses: Department of Advertising and Strategic Marketing, Ming Chuan University, Taipei, Taiwan

Abstract: This study explored advertising schedule design from the perspective of media agencies. The objective was to minimize the total cost of advertisements to be broadcast within a unit time. The main contributions of this study: a) The research model considered the optimal scheduling of media agencies does not represent that of a single advertiser and may not satisfy multiple advertisers' optimal scheduling requirements; b) When advertising volume is used to compare various forms of television advertisements (e.g., marquees and news tickers), media agencies can evaluate the advertising volume demand per unit time after accepting television advertising commissions from businesses; subsequently, media agencies can determine whether the advertising time sessions of specific television channels meet their demands of advertising volume per unit time and c) The optimal integer programming solution of the proposed model is determined, and the results of sensitivity analysis are displayed as an additional research outcome.

Keywords: advertising schedules; media agencies; mathematical models; advertiser; commercial break.

DOI: 10.1504/IJSOI.2018.092581

International Journal of Services Operations and Informatics, 2018 Vol.9 No.2, pp.160 - 175

Received: 07 Mar 2017
Accepted: 06 Aug 2017
Published online: 25 Jun 2018 *

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