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A DYNAMIC OPTIMAL advertising model FOR NEW PRODUCTS

Journal of Systems Science & Complexity 2003年第1期16卷 85-94页

作者： DU Rong HU Qiying School of Economics anil Management Xidian University Xi'an 710071

Many dynamic optimal control models for advertising make efforts to solve the problem of determining optimal advertising expenditures and other variables of interest over time for a firm or several competing firms,However,after analyzing the extant literature,one can find that few dynamic optimal advertising models available consider the problem within the product diffusion ***,the established models involving product diffusion are inspired by the Bass model,which has been out of *** paper poses a dynamic optimal advertising model for new products,which considers the product diffusion based on the relative newly developed generalized version of the Bass *** this paper,the optimal control model is used to derive the optimal advertising expenditure policy,which gives some implications to advertising practice.

关键词： advertising model optimal control diffusion.

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DYNAMIC OPTIMAL STRATEGIES OF advertising EXPENDITURES FOR SOME NEW PRODUCTS

DYNAMIC OPTIMAL STRATEGIES OF ADVERTISING EXPENDITURES FOR S...

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The 4th International Conference on Management

作者： Du Rong, Hu Qiying Economics & Management School, Xidian University, Xi’an, China

There have been some dynamic optimal control models for advertising,which focus on theproblem of determining optimal advertising expenditures and possibly other variables of interest over-time for a firm or a group of competing ***,a careful analysis of the extant literature re-veals that few models available consider dynamic optimal advertising control for new product withinthe product diffusion ***,the few dealing with the product diffusion are inspiredby the Bass model which have been out of *** paper presents a dynamic optimal advertisingmodel for new product,which takes product diffusion into account based on the relative newly devel-oped generalized version of the Bass *** model is used to derive the optimal advertising ex-penditure strategy,which gives some implications to advertising practice.

关键词： advertising model Optimal Strategy Diffusion

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