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Problem: Purchasing
advertising media space to meet an exposure target at minimum cost.
Media selection (or buying) is the problem
of finding the best way to deliver the desired number of advertising exposures to the
target audience by determining the most efficient combination of advertising media
purchases. Even for small media budgets, there can be literally thousands of possible
media schedules from which to choose. The task is to select from this set an effective
schedule to become the media plan.
What'sBest! provides a natural format for analysing a media-selection problem. You can use
it to find the media mix that will maximise the number of effective exposures subject to a
set of constraints: the ad budget, minimum and maximum media availabilities, minimum
desired exposure rates, etc.
A great advantage of What'sBest! is that new plans can be generated quickly to show the
significance of changes made in problem specifications.
You're a media buyer for an advertising agency. You need to minimise the cost while
satisfying minimum exposure needs.
There are six target markets, Groups 1 through 6, and each requires a specified number of
media exposures. There are five different media sources: the Times, Mirror, Tribune,
Herald, and Post, over which the advertising dollars are to be allocated. Each of the
media sources offers various combinations of exposures per dollar spent for each of the
different target groups.
The objective is to determine how much of each of the media sources should be purchased to
meet the exposure requirements at lowest cost.
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