Publication Type

Journal Article

Version

publishedVersion

Publication Date

8-2003

Abstract

We describe a broadcast scheduling system developed for a precision marketing firm specialized in location-sensitive permission-based mobile advertising using SMS (Short Message Service) text messaging. Text messages containing advertisements were sent to registered customers when they were shopping in one of two shopping centers in the vicinity of London. The ads typically contained a limited-time promotional offer. The company's problem was deciding which ads to send out to which customers at what particular time, given a limited capacity of broadcast time slots, while maximizing customer response and revenues from retailers paying for each ad broadcast. We solved the problem using integer programming with an interface in Microsoft Excel. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.

Keywords

Marketing, advertising and media, mobile marketing, Production/scheduling, advertisement broadcast scheduling

Discipline

Advertising and Promotion Management | Operations and Supply Chain Management

Research Areas

Operations Management

Publication

Operations Research

Volume

51

Issue

4

First Page

509

Last Page

517

ISSN

0030-364X

Identifier

10.1287/opre.51.4.509.16104

Publisher

Institute for Operations Research and Management Sciences

Copyright Owner and License

Publisher

Additional URL

https://doi.org/10.1287/opre.51.4.509.16104

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