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Application of Goal Programming to Optimize the Schedule and Frequency of Product Advertisement in Telemedia

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Recent Advances in Mechanical Engineering (ICRAME 2020)

Part of the book series: Lecture Notes in Mechanical Engineering ((LNME))

Abstract

Television advertising is one of the most effective channels to enhance the awareness of the customer and provide the fastest propagation of advertising messages about a product. The effective advertisement is an important critical success factor for positioning of a product in the target market. Thus, all the companies try to optimize the frequency of their advertisements and schedule them correctly in between the programs on television, so that the viewership of the advertisement can be enhanced. In this study, a goal programming model is proposed to determine optimal allocation of advertisements in terms of channel, time slots, and the frequency. Two major goals considered as to achieve the target of impressions generated and restrict the total cost of advertising under the limit of the budget. The main purpose of the model formulation of the advertisement is to find the way to send the products information to the needy people or the target customer instead of going to those sections of the people who are not concerned with the product. A case study for a company interested in advertising their new cologne brand for men has been performed, keeping in mind real-world advertising scenarios to test the effectiveness of the developed model. The proposed model provides a realistic solution under the complex decision making environment.

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Authors and Affiliations

  1. Department of Mechanical, Production & Industrial and Automobile Engineering, Delhi Technological University, Bawana Road, North West Delhi, Delhi, 110042, India

    Oikantik Sinha, Parth Dharmarha & Pravin Kumar

Authors
  1. Oikantik Sinha
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  2. Parth Dharmarha
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  3. Pravin Kumar
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Corresponding author

Correspondence to Parth Dharmarha .

Editor information

Editors and Affiliations

  1. Department of Mechanical, Production & Industrial and Automobile Engineering, Delhi Technological University, North West Delhi, Delhi, India

    Anil Kumar

  2. Department of Mechanical, Production & Industrial and Automobile Engineering, Delhi Technological University, North West Delhi, Delhi, India

    Amit Pal

  3. Department of Mechanical Engineering, Pandit Deendayal Petroleum University, Gandhinagar, Gujarat, India

    Surendra Singh Kachhwaha

  4. Department of Mechanical Engineering, Indian Institute of Information Technology Design & Manufacturing, Jabalpur, Madhya Pradesh, India

    Prashant Kumar Jain

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Sinha, O., Dharmarha, P., Kumar, P. (2021). Application of Goal Programming to Optimize the Schedule and Frequency of Product Advertisement in Telemedia. In: Kumar, A., Pal, A., Kachhwaha, S.S., Jain, P.K. (eds) Recent Advances in Mechanical Engineering . ICRAME 2020. Lecture Notes in Mechanical Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-15-9678-0_73

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  • DOI: https://doi.org/10.1007/978-981-15-9678-0_73

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-15-9677-3

  • Online ISBN: 978-981-15-9678-0

  • eBook Packages: EngineeringEngineering (R0)

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