Optimizing radio advertising in North Queensland, Australia: A mathematical programming approach

Abstract

Decision making could be described using 2 steps: (a) understanding the effects of a particular course of action and (b) selecting an action given this knowledge of effects. It is my contention that businesses wanting to advertise in radio have only partial information about the marketplace. There are approximately 500 commercial and community radio stations in Australia. However, only commercial radio stations, which make up 47% of the total radio stations in the country, systematically conduct radio surveys. In this article, I profile radio audiences in North Queensland, Australia using the list of values measure (LOV; Kahle & Kennedy, 1989). Also, I present the combinations of commercial and community radio stations that could deliver the maximum possible impact on the pertinent target market.