Optimal Selection of Advertising Print-Media using Linear Programming

Abstract

Operation Research (OR) is an interdisciplinary branch of applied mathematics and formal science that uses method like mathematical modeling, statistics and algorithms to arrive at optimal or near optimal solution to complex problem. Linear Programming is widely used model type that can solve decision problem with thousands of variables in OR. The BIG-M method has approved to be the most effective technique applicable to any problem in Linear Programming, and can be formulated in term of linear objective function, subject to a set of constraints. BIG-M can be used to help marketing manager allocate a fixed budget to various advertising media. In this paper, we analyzed the basic concepts of Linear Programming and BIGM method, and applied BIG-M method with Simplex algorithm in advertising media selection problem of marketing. The system produces the optimal advertising media and advertisement times using BIG-M method with Simplex algorithm according to target budget and audience constraints. The implemented system is intended to help generic business to find out the efficient advertising media and expense for their market.