Understanding the Memory Effects in Pulsing Advertising

DOI10.1287/opre.2014.1339zbMath1377.90050OpenAlexW2037436133MaRDI QIDQ3195229

Ashwin Aravindakshan, Prasad A. Naik

Publication date: 22 October 2015

Published in: Operations Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1287/opre.2014.1339

zbMATH Keywords

optimal controlHamiltoniandelay differential equationsmemory effectsLambert \(W\)awareness formationmarketing: advertising and mediapulsing advertising

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Related Items (4)

Pulsation in a competitive model of advertising-firm's cost interaction ⋮ Advertising Cycling to Manage Exclusivity Loss in Fashion Styles ⋮ Implications of advertising lag on the dynamic optimal decisions in an O2O supply chain ⋮ Bidding for an optimal portfolio of keywords in sponsored search advertising: from generic to branded keywords

Cites Work

• Unnamed Item
• On the Lambert \(w\) function
• Building Brand Awareness in Dynamic Oligopoly Markets
• Optimal Advertising for the Nerlove-Arrow Model Under a Budget Constraint
• Optimum Advertising and Goodwill under Uncertainty
• Technical Note—A Note on the Nerlove-Arrow Model under Uncertainty
• Numerical Methods for Delay Differential Equations
• Advertising Cost Interactions and the Optimality of Pulsing

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