Billboard advertising optimization by using imperialist competitive algorithm Case study: Tehran city

It is very important for organizations to be effective and efficient in business advertisements. Targeting the market by means of any media should be according to a regular method. The balance between the quality of the message and the media in achieving the objectives of the ads is necessary for a successful advertisement. The present paper undertakes the optimization of billboard media considering the existing factors such as costs, number of visits and the coverage. Billboards can give negative result, that is, visual annoyance when they are not exact and précised. The purpose of the present paper is to increase the exactness in using this effective outdoor medium. Imperialist competitive algorithm as a new Meta-heuristic algorithm which is derived from a socio-political system is used as a mathematical model for the solution. Regarding the limitation of budget, this model helps us to have the best selection of billboards by paying attention to a number of visits and coverage. 116 billboards were chosen in Tehran. Performing of this model offered pleasant results especially in number of visits and coverage. The present paper is an experimental research and aims to develop practical knowledge in a special area.

Billboard, advertising, imperialist competitive algorithm, optimization.