Diseño presupuestario de campaña publicitaria mediante la programación lineal.

Abstract

In the field of business sciences it is imperative to design brand positioning strategies, efficiently managing the resources for which operational research is used. The present document details the process corresponding to a budget of an advertising campaign by virtue of the variables of diffuser medium, cost of advertisements, typology and reach of the public, the limiting limitations of the quantity of advertisements / budget in relation to quality. The objective of the project is to solve a practical case, the trends of the modifications of the work in the professional life, the restrictions and the limitations in the values of the parameters to be treated as they are the quantity of announcements, the maximum budget, the negativity and the numerical interaction in the decision parameters. In the conclusions, the results of the approach are expressed, denoting the optimal values to fulfill the proposed goals, arguing mathematically and by means of graphs the truthfulness of the solutions.