You are here


A decision support system for media planning

Peter Rene De Maeyer, 2001
Faculty Advisor: Rajeev Kohli


The media planning problem deals with the optimal allocation of a given budget over a predefined set of advertising vehicles. This problem can be formulated as a nonlinear integer program and solved by means of dynamic programming. A number of other exact and approximate solution methods are proposed, including a branch and bound algorithm, a fully polynomial approximation scheme and a greedy heuristic. It is shown that this greedy heuristic has (1) time and space complexity linear in the number of vehicle options and (2) a nonzero performance lower bound. The proposed decision support system overcomes some of the shortcomings of existing media planning models, including lack of transparency, low levels of interactivity, inability to handle S-shaped advertising response and utilization of exposure distribution models with weak empirical support. It is demonstrated by means of simulation that the proposed procedure yields solutions that are close to optimal even under extreme conditions and that it is sufficiently fast for online use. In the conclusions chapter, applications other than media planning are discussed for the heuristic developed here. Finally, a Pascal implementation of the decision support system is included.

Doctoral Program News

Honigsberg featured in Ideas at Work

The August issue of Ideas at Work features research that doctoral candidate Colleen Honigsberg led in conjunction with Sharon Katz.

Read More about Colleen

Wazlawek featured in Ideas at Work

Abbie Wazlawek's joint research with Professor Daniel Ames is featured in the June 24th, 2014 edition of Ideas at Work

Read More about Abbie

Ethan Rouen featured in Ideas at Work

Ethan Rouen's joint research with Professor Dan Amiram is featured in the May 15th, 2014 edition of Ideas at Work

Read More about Abbie

Rivas Wins Fellowship

The PhD program is proud to congratulate Miguel Duro Rivas, who was awarded the Nasdaq Educational Foundation Doctoral Dissertation Fellowship.

Read More about Miguel

Wong wins Deloitte Fellowship

We are proud to announce that Yu Ting (Forester) Wong is one of the recipients of the 2014 Deloitte Foundation Doctoral Fellowship in Accounting.

Read More About Yu Ting >

The PhD Program Congratulates John Yao

PhD student John Yao was a finalist in the 2013 M&SOM (Manufacturing & Service Operations Management) student paper competition.

Read More About John >

Honigsberg Named Postdoctoral Fellow

The PhD program is proud to congratulate Colleen Honigsberg, who was named the Postdoctoral Fellow in Corporate Governance at the Millstein Center at Columbia Law School in October 2013

Read More about Colleen >


Application Deadlines

Master of Science in Marketing >

For Fall 2015 Entry:
Deadline: January 5th, 2015


Master of Science in Financial Economics

For Fall 2015 Entry:
Deadline: January 5th, 2015


Master of Science in Management Science and Engineering

For Fall 2014 Entry:
Early Decision: Jan 6, 2015
Regular Decision: Feb 15, 2015


Apply Now
Sept 2015

Deadline: 01/05/15

MS Marketing
Deadline: 01/05/15

MS Financial Economics
Deadline: 01/05/15


Check Application Status

Students listening to classroom lecture

Once you've submitted your application, you can login and track your status by using the link below.

Check Status