Budget planning in advertising campaigns: An implementation with linear programming method

Advertising is all written, visual and audio work done to encourage people to voluntarily benefit from a product or service and to draw their attention to the product, service or brand. Nowadays it is widely used by companies to promote their services and products. Despite its often high cost, it is considered a very important investment to achieve business goals and increase turnover. An effective advertising campaign can drive business growth by attracting new customers and retaining existing ones. Therefore, optimizing budget planning in advertising campaigns is necessary. This study aims to plan the advertising campaign budget of an advertising company using the linear programming method, which is used in solving optimization problems, based on the data in the company's official activity reports for 2024. The linear programming model, established according to the company's order numbers, types of services allocated to the budget, and cost data, was solved with the LINDO package programming language. Based on the solution results, the optimal budget for the advertising campaign was determined and evaluated. According to the findings from the model, a 3% saving was achieved in the advertising campaign budget of the advertising company. This resulted in increased resource utilization efficiency and the determination of the optimal annual advertising campaign budget for the advertising company.