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Multi - slot allocation model advertisers

Author: LiYanMei
Tutor: ZhouRong
School: Fudan University
Course: Logistics and Operations Management
Keywords: commercial time allocation multi-advertisers Two-stage model bilevel programming
CLC: F713.8
Type: Master's thesis
Year: 2009
Downloads: 52
Quote: 0
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Abstract


Commercial time allocation means TV company allocates and sells time spots(daypart) to advertisers.With the competition from new media such as digital TV and network,TV companies pay more and more attention to daypart allocation in order to improve the efficiency in the use of limited advertising time and satisfy the advertisers.This paper focuses on the TV companies’ daypart allocation for multi-advertisers.By combining the assumption of Bollapragada model and Muller-Bungart model,this paper creats a two-stage model for order selection with multi-advertisers,as the first model sets an optimal daypart allocation model for a single-channel TV company(NBC) and the second one assumes that the TV company can refuse the advertisers’ order.This paper creats the model for TV companies to satisfy the orders with larger efficiency at the first stage and then allocate daypart for the remaining orders with remaining resource and considers the TV companies should take measures to sale the daypart at the second stage as these daypart could not satisfy advertisers well.Besides,this paper considers the multi-advertisers daypart allocation problem from the perspective of asymmetric advertisers by setting a bi-level programming model.Meanwhile,this paper adopts real operation data of a top TV company in China,and gets the specific daypart allocation based the models formulated in this paper.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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