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: | Feichtinger G., Novak A. |
Keywords: | control processes, marketing |
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.