Multi-period media planning for multi-products incorporating segment specific and mass media

Abstract

Efficient budget allocation between different communication channels is one of the fundamental activities of any media planner. In this paper, we attempt to develop a multi-objective integer linear programming model to determine the optimal schedule of advertisements for a set of multiple products of a firm in a segmented market (influenced by both mass and segment-specific media) over a planning horizon. The objectives are to maximize the gross impressions of advertisements and simultaneously minimize the advertising expenditure. To incorporate continuous changes that occur in the market, the total planning horizon is divided into shorter time periods and decisions for each of the subsequent time periods are taken, bearing in mind the changes that have occurred in the preceding time periods. Based on the gap that exists in the extant literature, we also jointly consider, in our model, the notions of (a) carry-over effect of gross impressions, (b) spectrum effect of mass media on segments, and (c) cross-product effect. The model is solved through a goal programming approach to achieve the best trade-off between the conflicting objectives. Further, the model could be adapted to provide solutions in a wide variety of real-life situations. This is substantiated via a numerical analysis for a firm that advertises products in the Indian market through mass and segment-specific media.