Advertising Exposures for a Seasonal Good in a Segmented Market
12 Pages Posted: 9 Apr 2012
Date Written: November 2, 2011
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: Suggested Citation