On the solution of a differential game of managing the investments in an advertising campaign

DOI10.1134/S0081543819040096MaRDI QIDQ2284201zbMATH OpenOpenAlexFDO

Authors Yanyan Li

Publication date 14 January 2020

Published in Proceedings of the Steklov Institute of Mathematics (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1134/s0081543819040096

zbMATH Keywords

advertising modelNash equilibriumnonzero-sum differential games

Mathematics Subject Classification ID

Marketing, advertising (90B60) Differential games (aspects of game theory) (91A23)

Review text

The authors present a model of goodwill accumulation by several companies during their advertising campaigns. The problem is viewed as an \(n\)-person nonzero-sum differential game. In Section 1, they give the problem statement and describe the dynamics of the game and the payoff function. In Section 2, they obtain a solution for the cooperative statement of the game, specifically, they give a detailed analysis of the selection of a solution among four possible candidate functions. In Section 3, they prove that, in the noncooperative variant of this game, the system of algebraic equations for finding the coefficients of the Bellman function also has two solutions; and an analysis is carried out to choose the appropriate solution. Conclusions are formulated in Section 4.

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Cited in

(10)

• Closed-loop Nash equilibrium for a partial differential game with application to competitive personalized advertising
• Cooperative dynamic advertising via state-dependent payoff weights
• Sustaining cooperation in a differential game of advertising goodwill accumulation
• Stable marketing cooperation in a differential game for an oligopoly
• Cooperative and Non-Cooperative Differential Game Solutions to an Investment and Pricing Problem
• The non-co-operative solution of a differential game: Advertising versus pricing
• Stable marketing cooperation in a differential game for an oligopoly
• Solution of differential games with network structure in marketing
• The Leitmann-Schmitendorf advertising differential game
• A stochastic goodwill model depending on quality level and advertising

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