Broadcast Scheduling for Mobile Advertising Export

@article{citeulike:5921700, 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.}, author = {De Reyck, Bert and Degraeve, Zeger}, citeulike-article-id = {5921700}, citeulike-linkout-0 = {http://dx.doi.org/10.2307/4132415}, citeulike-linkout-1 = {http://www.jstor.org/stable/4132415}, doi = {10.2307/4132415}, issn = {0030364X}, journal = {Operations Research}, keywords = {broadcast, mobileadvertising, sms, textmessaging}, number = {4}, pages = {509--517}, posted-at = {2009-10-11 18:46:58}, priority = {2}, publisher = {INFORMS}, title = {Broadcast Scheduling for Mobile Advertising}, url = {http://dx.doi.org/10.2307/4132415}, volume = {51}, year = {2003} }

TY - JOUR ID - citeulike:5921700 L3 - citeulike-article-id:5921700 N2 - 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. IS - 4 JF - Operations Research SN - 0030364X EP - 517 TI - Broadcast Scheduling for Mobile Advertising PB - INFORMS VL - 51 SP - 509 KW - broadcast KW - mobileadvertising KW - sms KW - textmessaging AU - De Reyck, Bert AU - Degraeve, Zeger PY - 2003/// UR - http://dx.doi.org/10.2307/4132415 ER -