Advertising channel selection in a segmented market |
| |
Authors: | A Buratto [Author Vitae] [Author Vitae] B Viscolani [Author Vitae] |
| |
Affiliation: | Department of Pure and Applied Mathematics, Via Belzoni 7, I-35131 Padova, Italy |
| |
Abstract: | We consider a market with a finite number of segments and assume that several advertising channels are available, with different diffusion spectra and efficiencies. The problem of the choice of an advertising channel to direct the pre-launch campaign for a new product is analyzed in two steps. First, an optimal control problem is solved explicitly in order to determine the optimal advertising policy for each channel. Then a maximum profit channel is chosen. In a simulation example we consider the choice of a newspaper among six available and analyze the relations among the firm target market and the advertising channels environment which induce the optimal decision. |
| |
Keywords: | 49N90 90B60 |
本文献已被 ScienceDirect 等数据库收录! |