Optimal pulsing in an advertising diffusion model

Optimal pulsing in an advertising diffusion model

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Article ID: iaor19951352
Country: United Kingdom
Volume: 15
Issue: 4
Start Page Number: 267
End Page Number: 276
Publication Date: Oct 1994
Journal: Optimal Control Applications & Methods
Authors: ,
Keywords: control processes, marketing
Abstract:

Empirical evidence indicates that a given moderate number of advertisements per year may achieve higher effect when concentrated in flights than when spread equally. In the control-theoretic literature a few approaches have been developed for which the optimal policy is a pulsing schedule. The present communication analyses a two-state diffusion advertising model for repeat purchasing. Recognizing the interaction between customers and potential buyers, the optimal advertising policy turns out to be a persistent periodic oscillation. This provides a further interesting example in marketing for the existence of a stable limit cycle.

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