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Advertising In A Competitive Product Line

Author

Listed:
  • GILA E. FRUCHTER

    (Graduate School of Business Administration, Bar-Ilan University, Ramat-Gan 52900, Israel)

Abstract

In many markets, competing but differentiated firms offer a product line in order to target each product to a different type of customer. Under competition, firms, while trying to target different products to different segments, are also interested in "stealing" customers from the competitors and, in particular, customers from the most profitable segments. How should a profit-maximising firm allocate the advertising budget along a competitive product line? Devel oping a closed-loop time-variant Nash equilibrium strategy for a multi-player multi-product advertising game, we find the determinants of the optimal advertising budget allocation in a product line in an oligopoly growing market. Moreover, for a symmetric competition in a fixed market, we derive an analytic feedback time-variant Nash equilibrium strategy. Marketing implications regarding the firm's strategic orientation in product preference advertising spending, as well as comparison to rivals' spending, are discussed. Finally, we show that using a single-product advertising game instead of a multi-product advertising game, leads to over-advertising.

Suggested Citation

  • Gila E. Fruchter, 2001. "Advertising In A Competitive Product Line," International Game Theory Review (IGTR), World Scientific Publishing Co. Pte. Ltd., vol. 3(04), pages 301-314.
    • Handle: RePEc:wsi:igtrxx:v:03:y:2001:i:04:n:s0219198901000439
    DOI: 10.1142/S0219198901000439
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    Citations

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    Cited by:

    1. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    2. Steffen Jørgensen & Georges Zaccour, 2007. "Developments in differential game theory and numerical methods: economic and management applications," Computational Management Science, Springer, vol. 4(2), pages 159-181, April.
    3. Ramla Jarrar & Guiomar Martín-Herrán & Georges Zaccour, 2004. "Markov Perfect Equilibrium Advertising Strategies of Lanchester Duopoly Model: A Technical Note," Management Science, INFORMS, vol. 50(7), pages 995-1000, July.

    More about this item

    JEL classification:

    • B4 - Schools of Economic Thought and Methodology - - Economic Methodology
    • C0 - Mathematical and Quantitative Methods - - General
    • C6 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling
    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • D5 - Microeconomics - - General Equilibrium and Disequilibrium
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics

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