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  5. Mathematical model of targeting advertisement allocation under continuous advertising

Mathematical model of targeting advertisement allocation under continuous advertising

O.V. Barabash, G.V. Shevchenko
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In order to solve the problem of strategic decision-making on the duality market high-tech products, a mixed integer goal programming model is developed to facilitate the advertising media selection process. The problem of selecting the optimal number of advertisements in various media was considered. It is necessary to find the volume of advertising, which is to be placed in various websites, within acceptable budget to maximize reach to the desired target audience. The media considered in this paper are different internet resources and different forms of advertisements. The cost aspects for the different advertisement formats were identified due considerations. The problem was formulated as a multy-objective chance constraints goal programming model.
Keywords: the random variables, the reach to the target audience, determination of the priorities, analysis of the hierarchies, stochastic programming