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The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of...
Persistent link: https://www.econbiz.de/10014041105
Cooperative advertising is an important incentive offered by a manufacturer to influence retailers' promotional decisions. We analyze a retail market duopoly where one or both of competing retailers are supported by the manufacturer in their advertising costs. We model the problem as a...
Persistent link: https://www.econbiz.de/10014045854
This paper considers the problem of optimizing the institutional advertising expenditure for a firm which produces two products. The problem is formulated as a minimum-time control problem for the dynamics of an extended Vidale-Wolfe advertising model, the optimal control being the rate of...
Persistent link: https://www.econbiz.de/10014046448
This paper considers an optimal control problem for the dynamics of a contagion model, the optimal control being the rate of advertising expenditure that maximizes the present value of net profit streams over an infinite horizon. By using a Green's theorem approach, it is shown that there are...
Persistent link: https://www.econbiz.de/10014046449
We examine an oligopoly model of advertising competition where each firm's market share depends on its own and its competitors' advertising decisions. A differential game model is developed and used to derive the closed-loop Nash equilibrium under symmetric as well as asymmetric competition. We...
Persistent link: https://www.econbiz.de/10014046681
A model of new-product adoption is proposed that incorporates price and advertising effects. An optimal control problem that uses the model as its dynamics is solved explicitly to obtain the optimal price and advertising effort over time. The model has a great potential to be used in obtaining...
Persistent link: https://www.econbiz.de/10014047881
A general sates-advertising model is developed in which the state of the system represents a population distribution over a parameter space. With appropriate interpretations, this can include income, family size, geographic distributions, etc. Effects of information diffusion, interaction, and...
Persistent link: https://www.econbiz.de/10014219070
Firms that want to increase the sales of their brands through advertising have the choice of capturing market share from their competitors through brand advertising, or increasing primary demand for the category through generic advertising. In this paper, differential game theory is used to...
Persistent link: https://www.econbiz.de/10014220646
We analyze optimal advertising spending in a duopolistic market where each firm's market share depends on its own and its competitor''s advertising decisions, and is also subject to stochastic disturbances. We develop a differential game model of advertising in which the dynamic behavior is...
Persistent link: https://www.econbiz.de/10014075608
A maximum principle for a class of discrete systems with lags is established constructively within the framework of discrete optimal control theory. An application of the maximum principle to a problem in advertising concludes the paper.PDF Version: Sethi, S.P. and Burdet, C.-A., "On the Maximum...
Persistent link: https://www.econbiz.de/10012906230