Advertising Exposures for a Seasonal Good in a Segmented Market

12 Pages Posted: 9 Apr 2012

See all articles by Daniela Favaretto

Daniela Favaretto

Ca Foscari University of Venice - Department of Management

Grosset Luca

affiliation not provided to SSRN

Bruno Viscolani

University of Padua - Department of Pure and Applied Mathematics

Date Written: November 2, 2011

Abstract

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.

Keywords: Marketing, Advertising, Optimal control

JEL Classification: M37, M31, C61

Suggested Citation

Favaretto, Daniela and Luca, Grosset and VISCOLANI, BRUNO, Advertising Exposures for a Seasonal Good in a Segmented Market (November 2, 2011). Department of Management, Università Ca' Foscari Venezia Working Paper No. 11/2011, Available at SSRN: https://ssrn.com/abstract=2037469 or http://dx.doi.org/10.2139/ssrn.2037469

Daniela Favaretto (Contact Author)

Ca Foscari University of Venice - Department of Management ( email )

San Giobbe, Cannaregio 873
Venice, 30121
Italy

Grosset Luca

affiliation not provided to SSRN ( email )

BRUNO VISCOLANI

University of Padua - Department of Pure and Applied Mathematics ( email )

Via Belzoni 7
Padova, 35100
ITALY

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