Open AccessNote—A Note on Modeling the Relationship of Diminishing Returns to Media Overlap for the Media Planning Problem
Author(s) -
Leonard M. Lodish
Publication year - 1975
Publication title -
management science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.954
H-Index - 255
eISSN - 1526-5501
pISSN - 0025-1909
DOI - 10.1287/mnsc.22.1.111
Subject(s) - scheduling (production processes) , computer science , operations research , selection (genetic algorithm) , mathematical economics , economics , econometrics , mathematical optimization , operations management , mathematics , artificial intelligence
A recent article in Management Science by Zufryden [Zufryden, F. S. 1973. Media scheduling: A stochastic dynamic model approach. Management Sci. 19 (12, August) 1395-1406.] describes a media selection and scheduling model which neglects to consider diminishing returns to repeated exposures at the individual level. This note illustrates the problem by example and cautions potential users to inaccuracies that would occur if the model were to be used in practice.