Advertising exposures for a seasonal good in a segmented market
The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of additive advertising effects on goodwill evolution, the ideal situation in which the advertising process can reach selectively each segment and the more realistic one in which a single medium reaches several segments with different effectiveness.
|Date of creation:||Nov 2011|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: +39 0412348721
Fax: +39 0412348701
Web page: http://www.unive.it/dip.management
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:vnm:wpdman:11. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marco LiCalzi)
If references are entirely missing, you can add them using this form.