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.
A great advantage of What'sBest! is that new plans can be generated quickly to show the
significance of changes made in problem specifications.
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