If we consider th.at O.R. is becoming, day by day, a more and more important subject in advertising magazines and congresses, we can say that the interest in this discipline is spreading successfully also among advertising people. For this reason O.R. projects concerning advertising problems are so.frequently produced, that it is difficult to get a complete documentation which would allow to set these projects in a general picture. Undoubtedly, however, no definitive statement can be made as far as this matter is concerned. Therefore, even if in this paper there are some information gaps, we think it is worthwhile looking at the matter from a general point of view in order to discover both advantages and limits, according to the projects produced up to now, and to point out the most promising ways of developing a profitable use of O.R. models in the advertising field. First of all, we can divide these models into two orders: - models concerned with advertising strategy; - models concerned with the optimal determination of the advertising budget. In the last case - which this paper is essentially referred to.
Operations Research, in two ways, has established the basis for a new universalism. For one thing, operations research is concerned with the entire system of an organisation or enterprise inclusive of all its executives and their functions secondly operations research links quite heterogeneous sciences in working at a problem. Individual universalism is replaced by universalism in a team. The elements of Operations Research, in and by themselves, are nothing basically new; what is really new that is the method of combining those elements in systematical scientific research.
Operations Research, in two ways, has established the basis for a new universalism. For one thing, operations research is concerned with the entire system of an organisation or enterprise inclusive of all its executives and their functions secondly operations research links quite heterogeneous sciences in working at a problem. Individual universalism is replaced by universalism in a team. The elements of Operations Research, in and by themselves, are nothing basically new; what is really new that is the method of combining those elements in systematical scientific research.
When the A.O.I.P. acquired the Beyraud patents concerning a starter for electric motors based on an entirely new principle, the problem arose of choosing between the different models of this equipment. For this choice, we have had recourse to a method which makes use of operational research. This method is in general use, but I believe it is desirable to explain it in relation to this product so as to put it into more concrete form. To postulate the problem more precisely, we should state that a starter for an electric motor is an apparatus which enables the motor to be "set going at speed" in a proper manner. However, its characteristics vary in close agreement with the power and frequency of the starting of the motor. At the' present time quite a considerable number, of models of starters are manufactured by some ten constructors of electro-mechanical equipment. Most of these starters consist of a metallic resistance progressively eliminated, either by hand or 'automatically. The demand for them is being fully met. Our purpose, therefore, was to select these models so as to meet all requirements, while keeping the cost of production to a minimum.
When the A.O.I.P. acquired the Beyraud patents concerning a starter for electric motors based on an entirely new principle, the problem arose of choosing between the different models of this equipment. For this choice, we have had recourse to a method which makes use of operational research. This method is in general use, but I believe it is desirable to explain it in relation to this product so as to put it into more concrete form. To postulate the problem more precisely, we should state that a starter for an electric motor is an apparatus which enables the motor to be "set going at speed" in a proper manner. However, its characteristics vary in close agreement with the power and frequency of the starting of the motor. At the' present time quite a considerable number, of models of starters are manufactured by some ten constructors of electro-mechanical equipment. Most of these starters consist of a metallic resistance progressively eliminated, either by hand or 'automatically. The demand for them is being fully met. Our purpose, therefore, was to select these models so as to meet all requirements, while keeping the cost of production to a minimum.