Bi-level decision making models for advertising allocation problem under fuzzy environment
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This paper presents bi-level decision making models for advertising planning problem. Advertising planning process consists of multiple objectives and is generally decentralised involving various hierarchical levels of decision making. Considering the cost and impact related factors, long and short duration ads for a single product are made for telecasting. The models presented in the paper are designed so as to allocate the number of advertisements of each kind to different channels under different time zones of a day with the objectives of maximization of ads impact and minimization of net cost at two different levels. We present two models based on minimum impact value to be achieved by advertisement as a constraint considering that the budget available for advertising is uncertain. We extend and present a solution approach developed for fuzzy bi-level integer decision making model with fuzzy constraints. Finally, we provide a numerical illustration to discuss the applicability of the proposed models.
KeywordsBi-level decision making Media allocation Advertising Fuzzy optimization Ad impact
Authors are thankful to the reviewers and the editor for the insightful revision suggestions. The second author gratefully acknowledges the financial support of UGC-New Delhi (UGC-BSR Start-up Grant No. F.30-62/2014(BSR)).
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