| 来源类型 | Article |
| 规范类型 | 其他 |
| DOI | 10.1002/oca.4660150405 |
| Optimal pulsing in an advertising diffusion model. | |
| Feichtinger G; Novak A | |
| 发表日期 | 1994 |
| 出处 | Optimal Control Applications and Methods 15 (4): 267-276 |
| 出版年 | 1994 |
| 语种 | 英语 |
| 摘要 | Empirical evidence indicates that a given moderate number of ads per year may achieve higher effect when concentrated in flights than when spread equally. In the control-theoretic literature a few approaches have been developed for which the optimal policy is a pulsing schedule. The present communication analyses a two-state diffusion advertising model for repeat purchasing. Recognizing the interaction between customers and potential buyers, the optimal advertising policy turns out to be a persistent periodic oscillation. This provides a further interesting example in marketing for the existence of a stable limit cycle. |
| 主题 | World Population (POP) |
| 关键词 | Optimal control Advertising by word of mouth Stable limit cycle Hopf bifurcation Diffusion model |
| URL | http://pure.iiasa.ac.at/id/eprint/3861/ |
| 来源智库 | International Institute for Applied Systems Analysis (Austria) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/127252 |
| 推荐引用方式 GB/T 7714 | Feichtinger G,Novak A. Optimal pulsing in an advertising diffusion model.. 1994. |
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