Media selection via multiple objective integer programming

Multiple Objective Integer Linear Programming (MOILP) is presented as an aid to media selection. A MOILP analysis approach recognizes the lack of infinite division in media choices and provides the decisionmaker with an efficient set of alternatives. The decisionmaker may then utilize non-quantifiable criteria to make the final media selection or may use the efficient set developed by the MOILP procedure as a screening mechanism. These screened solutions would then be submitted to further analysis to consider interaction effects, non-linearity and so on. The approach is outlined and an illustrative example using somewhat standard data is provided.