Using Mathematical Optimization Methods to Maximize Audience Reach with Budget Constraints
Halyna Shevchenko, Наталія Дахно, Olga Leshchenko, Олег Барабаш, Yurii V. Kravchenko, Andriy Dudnik · 2022
So-called simulation models are used. They are based on the processing of real data on the level of audience coverage. These data are the result of statistical studies of potential consumers. Models allow one to simulate the possible level of coverage and frequency of advertising contacts of these customers for a given schedule of use of advertising media. The results are compared with the data of the response to advertising. After that, the most optimal schedule for the advertising campaign is the one that will determine the maximum response to the ad.