The MediaReach.xlsx Model

Maximize the size of market reached by some combination of media, subject to a limit on media spend

Given:
1) A set of market segments we would like to "reach", each having a specified size.
2) A set of instruments we can invest in, each of which "reaches" some specified subset of the segments. and has a specified cost.
3) A budget or upper limit on how much can be spent in total on the instruments.
We would like to maximize the number of potential customers that we reach, subject to our budget limit.

Keywords:

Advertising | Marketing | Media Selection | Reach |