O. Yu. Kul'chitsky
Russia, 195251, Sant-Petersburg, str. Pollytechnic, d. 29, K-55
Sankt-Petersburg state technical universities,
S. I. Solov'ev
Russia, 195251, Sant-Petersburg, str. Pollytechnic, d. 29, K-55
Sanrt-Petersburg state technical universities,
Considered mathematical stating the problems of planning and optimization of advertising campaigns on the base of two criterions. Publicity is understood in work as realizing goal-directed process of pay communication interaction of advertiser with certain auditorium, having will take aim report before the consciousness of representatives of this auditorium certain information or idea. Publicity is efficient, but sometimes and single available way of influence on social-economic behavior of greater groups of people. Unlike other not economic methods of influence, publicity in itself apolitical and, consequently, can be perceived each. Searching possible ways of public process governing by facilities an publicity highly actual as for producers and sellers of goods and services, so and for their buyers. In the article is given review and formalization of main notions of advertising activity such, as a target auditorium, advertising product, advertising campaign, advertising action and the others. Problem of optimum advertising planning can be putted as a problem of plan development to advertising campaigns for the reason increasing a general volume to realization the goods of company at the condition limited advertising budget. Formalized functional effectiveness and total efficiency to long-lasting advertising campaigns, determined restrictions on optimized variable and, in total, problem to optimization to advertising campaigns is worded in the manner of problems line integer-valued programming. Offered by methods on the base real statistical given formed several variants of optimum plans of trade advertising campaigns. Shown that benchmark analysis numerical results of optimization reveals essential particularities of structure of corresponding plans.