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Case Study: Advertising Up-Front Market Sales Plan Generator
Abstract
This case study illustrates how television networks and other media companies may benefit from using optimization technology in their sales processes. A television network needs to generate hundreds of sales plans for its customers during the up-front market - the period of two to three weeks that follows the announcement of the programming schedules for the year. The sales plans seek to maximize the television network’s profit while at the same time satisfying customer requirements. The study presents the formulation and Mosel implementation of a mathematical model to support the generation of sales plans. The use of the sales plan generator system enables the television network to produce plans efficiently and correctly, and to evaluate trade-offs among the different objectives driving the sales plan generation.
Keywords: Advertising, Mathematical Programming, Goal Programming
Disclaimer: All companies, products, names and data contained within this document are completely fictitious and are used solely for illustration purposes. Any similarity between these names or data and reality is purely coincidental.
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