Allocating Advertising Expenses Using Linear Programming and MS Excel
Stefanos Karagiannis, Evangelos Tsoukatos, Theodoros Papailias · SSRN Electronic Journal · 2003
One of the most important functions of enterprises is advertising as a means of systematically approaching specific market segments and informing prospective customers for their products, services or even their existence. The purpose of every advertising campaign is to achieve the greatest possible impact, to the market segments addressed, within the frames of a given budget and under a set of qualitative or quantitative constraints. The cost to benefit relationship of such a campaign is an important issue for every enterprise and in particular for small or medium ones. Linear programming techniques can contribute towards the effective allocation of advertising expenses and the use of MS Excel Solver facilitates the resolution of the resulting mathematical models.