Annamaria Sorato () (Department of Applied Mathematics, University of Venice) Bruno Viscolani () (Department of Pure and Applied Mathematics, University of Padua)
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Decision on the use of different advertising media is a critical issue in marketing. Drawing on some literature related to the dynamic Nerlove-Arrow model, we propose a nonlinear programming framework for discussing how different advertising media may jointly affect the demand for a good. Starting from the idea that different advertising efforts may not simply add (linearly) to produce the demand result, we examine a few special media combination mechanisms which can be represented by smooth functions.
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Paper provided by Department of Applied Mathematics, University of Venice in its series Working Papers with number
176.
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