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On an Attempt to Formulate an Optimization Model for Maximizing the Radio Media Advertising Reach in Indian Scenario

by P. C. Jha, S. P. Singh, Remica Aggarwal
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International Journal of Computer Applications
Foundation of Computer Science (FCS), NY, USA
Volume 176 - Number 21
Year of Publication: 2020
Authors: P. C. Jha, S. P. Singh, Remica Aggarwal
10.5120/ijca2020920203

P. C. Jha, S. P. Singh, Remica Aggarwal . On an Attempt to Formulate an Optimization Model for Maximizing the Radio Media Advertising Reach in Indian Scenario. International Journal of Computer Applications. 176, 21 ( May 2020), 24-26. DOI=10.5120/ijca2020920203

@article{ 10.5120/ijca2020920203,
author = { P. C. Jha, S. P. Singh, Remica Aggarwal },
title = { On an Attempt to Formulate an Optimization Model for Maximizing the Radio Media Advertising Reach in Indian Scenario },
journal = { International Journal of Computer Applications },
issue_date = { May 2020 },
volume = { 176 },
number = { 21 },
month = { May },
year = { 2020 },
issn = { 0975-8887 },
pages = { 24-26 },
numpages = {9},
url = { https://ijcaonline.org/archives/volume176/number21/31325-2020920203/ },
doi = { 10.5120/ijca2020920203 },
publisher = {Foundation of Computer Science (FCS), NY, USA},
address = {New York, USA}
}
%0 Journal Article
%1 2024-02-07T00:43:09.324926+05:30
%A P. C. Jha
%A S. P. Singh
%A Remica Aggarwal
%T On an Attempt to Formulate an Optimization Model for Maximizing the Radio Media Advertising Reach in Indian Scenario
%J International Journal of Computer Applications
%@ 0975-8887
%V 176
%N 21
%P 24-26
%D 2020
%I Foundation of Computer Science (FCS), NY, USA
Abstract

Present research work is an application based research. It focuses on maximizing the total reach which can be accumulated by using different forms of radio media. The problem is further optimized under the constraints of budget and maximum -- minimum number of advertisements etc. Chance constrained goal programming approach has been used to derive the optimal reach under the event of uncertainty.

References
  1. Saini , R. 2013. A historic perspective of community radio in India , International journal of informative and futuristic research , 1(4) , pp97-100.
  2. Pavarala , V. 2011. Community Radio in India: Redefining the Media Landscape, Society & Culture, Center for the advanced study of India , University of Pennsylvania.
  3. Media Sector Analysis Report 2019, https://www.equitymaster.com/research-it/sector-info/media/Media-Sector-Analysis-Report.asp
  4. Study on listenership, reach and effectiveness of community radio stations in India , Ministry of Information and broadcasting , Government of India , 2018.
  5. Charnes, A. , Cooper, W. , DeVoe, J.K. , Learner, D.B. and Reinecke, W. 1968. A goal programming model for media planning. Management Science. 14: 422–430.
  6. Charnes, A. and Cooper , W. 1959. Chance-constrained programming. Management Science, 5: 73–79.
  7. Charnes, A. and Cooper , W. 1963. Deterministic equivalents for optimizing and satisfying under chance constraints”, Operations Research , 11: 18-39.
Index Terms

Computer Science
Information Sciences

Keywords

Radio advertising ISM methodology Digital age Media-mix advertising Optimization Problem

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