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Article: A linear programming approach for determining optimal advertising policy

TitleA linear programming approach for determining optimal advertising policy
Authors
KeywordsAdvertising Model
Advertising Wear Out Phenomenon
Linear Programming
Pulsation Advertising Policy
Issue Date2006
PublisherOxford University Press. The Journal's web site is located at http://imaman.oxfordjournals.org/
Citation
Ima Journal Management Mathematics, 2006, v. 17 n. 1, p. 83-96 How to Cite?
AbstractIn this paper, we propose a new advertising model which can capture the advertising wear out phenomenon. The objective here is to maximize overall sales. We show how to derive the optimal pulsation advertising strategy. The optimization problem can be formulated as a linear programming problem. Closed-form optimal solution can also be obtained under some conditions. We present numerical examples to illustrate the proposed model and apply the model to practical sales data.
Persistent Identifierhttp://hdl.handle.net/10722/156150
ISSN
2015 Impact Factor: 0.878
2015 SCImago Journal Rankings: 0.351

 

DC FieldValueLanguage
dc.contributor.authorChing, WKen_US
dc.contributor.authorYuen, WOen_US
dc.contributor.authorNg, MKen_US
dc.contributor.authorZhang, SQen_US
dc.date.accessioned2012-08-08T08:40:36Z-
dc.date.available2012-08-08T08:40:36Z-
dc.date.issued2006en_US
dc.identifier.citationIma Journal Management Mathematics, 2006, v. 17 n. 1, p. 83-96en_US
dc.identifier.issn1471-678Xen_US
dc.identifier.urihttp://hdl.handle.net/10722/156150-
dc.description.abstractIn this paper, we propose a new advertising model which can capture the advertising wear out phenomenon. The objective here is to maximize overall sales. We show how to derive the optimal pulsation advertising strategy. The optimization problem can be formulated as a linear programming problem. Closed-form optimal solution can also be obtained under some conditions. We present numerical examples to illustrate the proposed model and apply the model to practical sales data.en_US
dc.languageengen_US
dc.publisherOxford University Press. The Journal's web site is located at http://imaman.oxfordjournals.org/en_US
dc.relation.ispartofIMA Journal Management Mathematicsen_US
dc.subjectAdvertising Modelen_US
dc.subjectAdvertising Wear Out Phenomenonen_US
dc.subjectLinear Programmingen_US
dc.subjectPulsation Advertising Policyen_US
dc.titleA linear programming approach for determining optimal advertising policyen_US
dc.typeArticleen_US
dc.identifier.emailChing, WK:wching@hku.hken_US
dc.identifier.authorityChing, WK=rp00679en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1093/imaman/dpi039en_US
dc.identifier.scopuseid_2-s2.0-29244433525en_US
dc.identifier.hkuros114576-
dc.identifier.volume17en_US
dc.identifier.issue1en_US
dc.identifier.spage83en_US
dc.identifier.epage96en_US
dc.publisher.placeUnited Kingdomen_US
dc.identifier.scopusauthoridChing, WK=13310265500en_US
dc.identifier.scopusauthoridYuen, WO=7102761296en_US
dc.identifier.scopusauthoridNg, MK=34571761900en_US
dc.identifier.scopusauthoridZhang, SQ=10143093600en_US
dc.identifier.citeulike439557-

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