Finding an optimal dynamic advertising policy
作者:
DENNISJ. SWEENEY,
P. ABAD,
RONALDJ. DORNOFF,
期刊:
International Journal of Systems Science
(Taylor Available online 1974)
卷期:
Volume 5,
issue 10
页码: 987-994
ISSN:0020-7721
年代: 1974
DOI:10.1080/00207727408920154
出版商: Taylor & Francis Group
数据来源: Taylor
摘要:
In this paper a solution is presented to an important marketing problem : the timing of advertising expenditure. Using a differential equation to model the relationship between the sales and advertising rates and using profit as a criterion, a synthesis of the optimal dynamic advertising policy as a function of the current sales level and length of the campaign is derived. In addition, using profit as a criterion, the profitability under an optimal dynamic advertising policy is compared with the profits obtained using an optimal static policy. It is shown that a significant increase in profits can result from employing the optimal dynamic policy.
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