C. Beltrán-Royo, H. Zhang, L. A. Blanco, J. Almagro

Market response models allow to estimate the effect that marketing mix variables have on performance measures, such as sales or market share. Market optimization models (MOM) combine utility functions with market response models in order to find an optimal marketing mix. In this paper we present a MOM to allocate the annual advertising budget in a multi-sage setting. We analyze the convexity properties of this (non-linear optimization) model and present some numerical examples that show the effectiveness of the model to be used in the advertising industry.

Palabras clave: non-linear optimization, advertising budget allocation

Programado

JE6 Aplicaciones de la Investigación Operativa 2
19 de abril de 2012  17:00
Sala Roma I

Un método de asignación de tráfico que permite adelantamientos

A. Calviño Martínez, E. Castillo Ron, S. Sánchez-Cambronero, H. K. Lo

Optimización de redes de distribución de productos de consumo masivo en condiciones de riesgo

J. W. Escobar Velasquez, J. J. Bravo, C. J. Vidal

Fichero de la comunicación:

Plataforma de software para la creación de aplicaciones de decisión: IBM ILOG ODME y CPLEX

J. M. García López

URL de la comunicación: http://www.ibm.com/software/integration/optimization/odm-enterprise/