| Article ID: | iaor20081299 |
| Country: | United Kingdom |
| Volume: | 17 |
| Issue: | 1 |
| Start Page Number: | 83 |
| End Page Number: | 96 |
| Publication Date: | Jan 2006 |
| Journal: | IMA Journal of Management Mathematics (Print) |
| Authors: | Ng Michael K., Ching Wai-Ki, Zhang Shu-Qin, Yuen Wai-On |
| Keywords: | programming: linear |
In this paper, we propose a new advertising model which can capture the advertising wear out phenomenon. The objective here is to maximize overall sales. We show how to derive the optimal pulsation advertising strategy. The optimization problem can be formulated as a linear programming problem. Closed-form optimal solution can also be obtained under some conditions. We present numerical examples to illustrate the proposed model and apply the model to practical sales data.