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来源类型Article
规范类型其他
DOI10.1002/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
URLhttp://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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