Optimal pulsing in an advertising diffusion model

Feichtinger, G. & Novak, A. (1994). Optimal pulsing in an advertising diffusion model. Optimal Control Applications and Methods 15 (4) 267-276. 10.1002/oca.4660150405.

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Empirical evidence indicates that a given moderate number of ads 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.

Item Type: Article
Uncontrolled Keywords: Optimal control; Advertising by word of mouth; Stable limit cycle; Hopf bifurcation; Diffusion model
Research Programs: World Population (POP)
Bibliographic Reference: Optimal Control Applications and Methods; 15(4):267-276 (October/December 1994)
Depositing User: IIASA Import
Date Deposited: 15 Jan 2016 02:03
Last Modified: 27 Aug 2021 17:14
URI: https://pure.iiasa.ac.at/3861

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