Advertising decisions for a segmented market

DOI10.1080/02331930701763355MaRDI QIDQ3632708zbMATH OpenOpenAlexFDO

Authors Bruno Viscolani

Publication date 12 June 2009

Published in Optimization (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1080/02331930701763355

zbMATH Keywords

advertisingmarket segmentationnon-linear programming

Mathematics Subject Classification ID

Marketing, advertising (90B60) Nonlinear programming (90C30) Applications of mathematical programming (90C90)

Recommendations

• Advertising in a segmented market: comparison of media choices
• Advertising channel selection in a segmented market
• Using several advertising media in a homogeneous market
• Advertising and production of a seasonal good for a heterogeneous market
• Advertising a new product in a segmented market

Cites work

• A linear programming approach for determining optimal advertising policy
• Advertising a new product in a segmented market
• Advertising channel selection in a segmented market
• Channel coordination over time: Incentive equilibria and credibility
• Dynamic Optimal Control Models in Advertising: a Survey
• Dynamic Optimal Control Models in Advertising: Recent Developments
• EFFECTIVENESS OF COOP ADVERTISING PROGRAMS IN COMPETITIVE DISTRIBUTION CHANNELS
• Equilibrium pricing and advertising strategies in a marketing channel
• OPTIMAL CONTROL AND ADVERTISING POLICY

Cited in

(14)

• Advertising strategies in a franchise system
• Multi-period media planning for multi-products incorporating segment specific and mass media
• An MCDM model for media selection in the dual consumer/industrial market
• Competition in defensive and offensive advertising strategies in a segmented market
• Multi-criteria media mix decision model for advertising a single product with segment specific and mass media
• Advertising a new product in a segmented market
• Advertising channel selection in a segmented market
• Advertising in a segmented market: comparison of media choices
• Pure-strategy Nash equilibria in an advertising game with interference
• scientific article; zbMATH DE number 1163285 (Why is no real title available?)
• A Note on Multi-Regional Marketing
• An advertising game with multiplicative interference
• An approach to planning an advertising campaign of goods and services
• Using several advertising media in a homogeneous market

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