A Multi-Objective and Multi-Product Advertising Billboard Location Model with Attraction Factor Mathematical Modeling and Solutions

Int. J. Appl. Logist. Pub Date : 1900-01-01 DOI:10.4018/IJAL.2017010104

Reza Lotfi, Y. Z. Mehrjerdi, N. Mardani

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引用次数: 22

Abstract

Locationofadvertisingisoneofthemostimportantfactorsofmarketingstrategy,asfindingthe bestlocationtoinstalladvertisingbillboardscanhaveamajorimpactonprofitabilityoftheentire marketingprocess.Thispaperprovidesabillboardlocationmodel,whichcandeterminetheoptimal locationsforinstallingsuchbillboards.Themulti-objectiveandmulti-productmodeldevelopedfor thispurposehastwoobjectivefunctions:optimizingthesalesprofitminusthecostsofdesigningand installingthebillboards,andattractingmostvisitorsthroughmaximizationofanattractionfactor. Thedesigningcostisassumedtobeassociatedwiththeattractionfactor.Thismodelfindsthebest locationofbillboardsbasedonconstraintsuchasnumberofvisitsandsalesvolume.Finally,aset ofsmalland large-scalenumericalexamplesaresolvedby implementing thesolutionmethod in GAMS\Cplexsolversoftware.Tosolvethelarge-scalevariantsoftheproblem,thegeneticalgorithm. KeywORdS Advertising Billboard, Genetic Algorithm, Location, Multi-Objective, Multi-Product

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多目标多产品广告牌定位模型及吸引因子数学建模与求解

Locationofadvertisingisoneofthemostimportantfactorsofmarketingstrategy，asfindingthe bestlocationtoinstalladvertisingbillboardscanhaveamajorimpactonprofitabilityoftheentire marketingprocess。Thispaperprovidesabillboardlocationmodel，whichcandeterminetheoptimal locationsforinstallingsuchbillboards。Themulti-objectiveandmulti-productmodeldevelopedfor thispurposehastwoobjectivefunctions:optimizingthesalesprofitminusthecostsofdesigningand installingthebillboards，andattractingmostvisitorsthroughmaximizationofanattractionfactor。Thedesigningcostisassumedtobeassociatedwiththeattractionfactor。Thismodelfindsthebest locationofbillboardsbasedonconstraintsuchasnumberofvisitsandsalesvolume。Finally，aset ofsmalland large-scalenumericalexamplesaresolvedby在GAMS中实现了thesolutionmethod Cplexsolversoftware.Tosolvethelarge-scalevariantsoftheproblem，thegeneticalgorithm。关键词:广告牌，遗传算法，定位，多目标，多产品

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Int. J. Appl. Logist.

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