A Genetic Algorithm Based Approach For Mixed-Media Advertising Budgeting

Mixed-media advertising which has become more effective and popular attracts the attention of advertising agencies, media planners and advertisers. How to decide and allocate the budget for mixed-media advertising becomes a fundamental part of a company´s advertising campaign.In this paper, an optimization approach based on Genetic Algorithm is proposed to deal with this advertising budget problem which is formulated as a constrained nonlinear programming problem. Then an experiment example is given to explain the process of our approach. The result of this example supports the feasibility and efficiency of our method.