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Optimal timing of periodic follow-up advertising impulses

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Summary

For well introduced commodities of mass consumption the optimal sequence of follow-up advertising is obtained. We focus on pulse campaign policies under an oligopolistic market structure with several types of consumer responses and compare the results for the associated stochastic reward process.

Zusammenfassung

Die optimale Abfolge von Erinnerungswerbestößen für eingeführte Massenkonsumgüter auf oligopolistischen Märkten wird hergeleitet. Die Auswirkungen alternativer Konsumentenreaktionen werden anhand des induzierten stochastischen Bewertungsprozesses verglichen.

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References

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Author notes

  1. M. R. Wolff

    Present address: IBM Scientific Center, Tiergartenstr. 15 (MRW), D-6900, Heidelberg

  2. R. Subramanian

    Present address: Department of Mathematics, Indian Institute of Technology, 600036 RS, Madras

Authors and Affiliations

  1. Betriebswirtschaftliche Abteilung I, Institut für Gesellschafts- und Wirtschaftswissenschaften, Universität Bonn, Deutschland

    M. R. Wolff & R. Subramanian

Authors
  1. M. R. Wolff
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  2. R. Subramanian
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Additional information

This research was supported by the Sonderforschungsbereich 21 — Ökonometrie und Unternehmensforschung — University of Bonn and the Alexander-von-Humboldt Stiftung.

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Wolff, M.R., Subramanian, R. Optimal timing of periodic follow-up advertising impulses. Zeitschrift für Operations Research 21, 89–101 (1977). https://doi.org/10.1007/BF01919765

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  • DOI: https://doi.org/10.1007/BF01919765

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