Modelling impact of advertising and optimizing advertising policy: an application in recreation
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Cited by (10)
Multistage multiproduct advertising budgeting
2013, European Journal of Operational ResearchCitation Excerpt :The multiproduct advertising budgeting problem is analyzed in [10], whereas the multistage advertising budgeting problem is studied in [26]. In some cases, due to the complexity of the formulation one has to use heuristic methods which produce good (suboptimal) solutions [29,22]. In other cases if the complexity of the formulation is moderate, depending on the focus of the model, one can use an optimal control approach [28,12,15] or a stochastic optimization approach [1,11,2], or a stochastic optimal control approach [5], or a game theory approach [21,23,8], or a goal programming approach [3], among others.
Managerial decision making in marketing: The next research frontier
2011, International Journal of Research in MarketingEconometric and time-series market response models
1993, Handbooks in Operations Research and Management ScienceA markovian model of consumer buying behavior and optimal advertising pulsing policy
1993, Computers and Operations ResearchA decision support system for optimizing advertising policy of a national tourist office model outline and case study
1986, International Journal of Research in MarketingAn advertising control model of two state variables
1986, European Journal of Operational Research
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The author wishes to thank Jaap Bijkerk, Gerard Verwey and Bart Braam for their help in carrying out the computations. Frans de Hey did much exploratory work for this study. Very useful comments on an earlier version of this paper were obtained from Paul van Beek (Wageningen Agricultural University, Dept. of Mathematics), Peter Leeflang (University of Groningen) and an anonymous EJOR-referee.