Model in Order to Make Effective Decisions in Selecting Advertising Media by Goal Programming(GP)

In recent years according to the growing companies and products supplied, and competition between them has intensified. Products and diversity, one of the main concerns of commercial institutions. Therefore, selecting the media to introduce and is important the relationship between customers’ products. Given the multiplicity of media in promoting and marketing the products, they are the optimal choice and allocation of funds to each of their hard work and decisions has difficult in this field. The main objective of this study provide a model for allocating advertising budgets of a variety of media including television, newspapers, radio and organizational approach is to reduce spending. The model by goal linear programming, with respect to the three ideals is provided, so that the ideal first indication of a total of 15 ads in TV media, cause the 4 ads in newspaper pages (located on the front page) and finally cause the third 30 advertising radio is considered Thus, the efficiency of the model of data a manufacturing company are used in the field of ceramic tiles. Finally model has been implemented by Operational Research software LINGO 11. The results of this study indicate that it is the realization of the goals of the first and second and third goals, 4 deviation of less than the limits defined and the model is to be realized.