A Study on the Advertising Media Selection Strategy

Kyung-Hie Song(Dept. of Business Administration Graduate School, Dong-A University Busan, Korea.)

This paper was to study the scientiffic devices in the view point of advertising media selection strategy especially with recognizing the importance of advetising media selection strategy in the business.

So this was studied as fllow's:first, why the strategy was needed in the advertising media selection and second, what should be solved in advance for the advertising media selection.

An this study exmined that the advertising media selection could not be solved scientifically and reasonably it datected the logic necessity of advertising media selection strategy, (and)if so this study investigated how advertising media selection can be strategized.

Thus here in this study made clear that the strategization of the advertising media selection was possible by use of the following methods;

1. Linear programming

2. Stepwise analysis method

3. Simulation

4. MEDIAC

5. Dynamic programming

As a result by examining whather such a strategization studied here could be applied to real enterprises, this study tried to support the appropriateness of strategy device suggested here. But the linear programming and the dynamic programming were proved to be only possible ways to the application to the real enterprises.