MEDIAC: an on-line media planning system

Abstract

The problem of media planning in advertising is a natural one for the application of mathematical models and computers. A great deal of data are available on who reads (or sees or hears) what. There are considerable data on what kinds of people are prospects for which types of product. There are many different media options available. Many judgments must be made. It would seem that there should be some organized way of combining judgments and data into a model, setting an objective, and then optimizing it to produce a good media plan.