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A BRANCH AND BOUND ALGORITHM FOR THE LIST SELECTION PROBLEM IN DIRECT MAIL ADVERTISING.
- Source :
- Management Science; Jun81, Vol. 27 Issue 6, p658-667, 10p
- Publication Year :
- 1981
-
Abstract
- This paper describes a branch and bound approach for optimizing a media selection problem, namely, to choose the best set of mailing lists to maximize audience reach. Prompted by a national retailer's interest in more effective and efficient direct mail catalogue distribution, the algorithm exploits current heuristic approaches which improve computational efficiency. A numerical example and computational experience using actual data are discussed, along with extensions to other practical situations. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00251909
- Volume :
- 27
- Issue :
- 6
- Database :
- Complementary Index
- Journal :
- Management Science
- Publication Type :
- Academic Journal
- Accession number :
- 7346172
- Full Text :
- https://doi.org/10.1287/mnsc.27.6.658