Broadcast scheduling for mobile advertising

Article OPEN
De Reyck, B.; Degraeve, Z.;

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 cus... View more
  • References (11)
    11 references, page 1 of 2

    Ansari, A., C. F. Mela. 2003. E-Customization. J. Marketing Res. 40(2) 131-146.

    Baesens, B., S. Viaene, D. Van Den Poel, J. Vanthienen, G. Dedene. 2002. Bayesian neural network learning for repeat purchase modelling in direct marketing. Eur. J. Oper. Res. 138(1) 191-211.

    Barwise, P., C. Strong. 2002. Permission-based mobile advertising. J. Interactive Marketing 16(1) 14-24.

    Bradley, S. P., R. L. Nolan, eds. 1998. Sense and Respond: Capturing Value in the Network Era. Harvard Business School Press, Boston, MA.

    Ignizio, J. P. 1976. Goal Programming and Extensions. Lexington Books, Lexington, MA.

    Keeney, R., H. Raiffa. 1976. Decision Making with Multiple Objectives. Wiley, New York.

    Newell, F. B., K. N. Lemon. 2001. Wireless Rules: New Marketing Strategies for Customer Relationship Mangement Anytime Anywhere. McGraw-Hill, New York.

    Rossi, P. E., R. E. McCulloch, G. M. Allenby. 1996. The value of purchase history data in target marketing. Marketing Sci. 15(4) 321-340.

    Schrage, L. 2000. Optimization Modeling with Lingo. Lindo Systems Inc., Chicago, IL.

    Shaffer, G., Z. J. Zhang. 1995. Competitive coupon targeting. Marketing Sci. 14(4) 395-416.

  • Related Organizations (1)
  • Metrics
Share - Bookmark

  • Download from
  • Cite this publication