Undoubtedly one of the most crucial functions in a service or product’s life is the prospect of it being most effectively marketed to its potential customers. This makes advertising one of the most important functions of a firm. Efficient and effective marketing involves soliciting and engaging best possible market segments and providing vital information about the product’s existence to existing and prospective users. Any advertising endeavor is structured in a manner that it has a powerful impact on the segments targeted in a given budgetary constraint and a set of quantitative, qualitative constraints. The paper talks about the use of linear programming models and regression analysis which are used in the optimum selection of media to maximize profits under given budgetary constraints. It also talks about the limitations of using the above-mentioned techniques. In an ever-changing, competitive environment and the existence of various products that have to be marketed by the same firm, operations research provides flexibility in decision making by providing various alternative feasible solutions.