A maximin procedure for the optimal insertion timing of ad executions

DOI10.1016/0377-2217(94)00043-CMaRDI QIDQ1127135zbMATH OpenOpenAlexFDO

Authors P. V. (Sundar) Balakrishnan, Nicholas G. Hall

Publication date 25 May 1999

Published in European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1016/0377-2217(94)00043-c

zbMATH Keywords

ad campaigndominant brandsmaximin strategyoptimal insertion timing pattern

Mathematics Subject Classification ID

Marketing, advertising (90B60)

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Cites work

• Advertising Cost Interactions and the Optimality of Pulsing
• scientific article; zbMATH DE number 3449757 (Why is no real title available?)
• Note—Optimal Long-Run Equilibrium Advertising Level for the Blattberg-Jeuland Model

Cited in

(4)

• Multi-criteria media mix decision model for advertising a single product with segment specific and mass media
• Determining the optimal duration of an advertising campaign using diffusion of information
• A System Point Approach to Nonuniform Advertising Insertions
• A chaotic model for advertising diffusion problem with competition

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