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- Publisher Website: 10.1093/imaman/dpi039
- Scopus: eid_2-s2.0-29244433525
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Article: A linear programming approach for determining optimal advertising policy
Title | A linear programming approach for determining optimal advertising policy |
---|---|
Authors | |
Keywords | Advertising Model Advertising Wear Out Phenomenon Linear Programming Pulsation Advertising Policy |
Issue Date | 2006 |
Publisher | Oxford 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? |
Abstract | In 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 Identifier | http://hdl.handle.net/10722/156150 |
ISSN | 2023 Impact Factor: 1.9 2023 SCImago Journal Rankings: 0.730 |
DC Field | Value | Language |
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dc.contributor.author | Ching, WK | en_US |
dc.contributor.author | Yuen, WO | en_US |
dc.contributor.author | Ng, MK | en_US |
dc.contributor.author | Zhang, SQ | en_US |
dc.date.accessioned | 2012-08-08T08:40:36Z | - |
dc.date.available | 2012-08-08T08:40:36Z | - |
dc.date.issued | 2006 | en_US |
dc.identifier.citation | Ima Journal Management Mathematics, 2006, v. 17 n. 1, p. 83-96 | en_US |
dc.identifier.issn | 1471-678X | en_US |
dc.identifier.uri | http://hdl.handle.net/10722/156150 | - |
dc.description.abstract | In 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.language | eng | en_US |
dc.publisher | Oxford University Press. The Journal's web site is located at http://imaman.oxfordjournals.org/ | en_US |
dc.relation.ispartof | IMA Journal Management Mathematics | en_US |
dc.subject | Advertising Model | en_US |
dc.subject | Advertising Wear Out Phenomenon | en_US |
dc.subject | Linear Programming | en_US |
dc.subject | Pulsation Advertising Policy | en_US |
dc.title | A linear programming approach for determining optimal advertising policy | en_US |
dc.type | Article | en_US |
dc.identifier.email | Ching, WK:wching@hku.hk | en_US |
dc.identifier.authority | Ching, WK=rp00679 | en_US |
dc.description.nature | link_to_subscribed_fulltext | en_US |
dc.identifier.doi | 10.1093/imaman/dpi039 | en_US |
dc.identifier.scopus | eid_2-s2.0-29244433525 | en_US |
dc.identifier.hkuros | 114576 | - |
dc.identifier.volume | 17 | en_US |
dc.identifier.issue | 1 | en_US |
dc.identifier.spage | 83 | en_US |
dc.identifier.epage | 96 | en_US |
dc.publisher.place | United Kingdom | en_US |
dc.identifier.scopusauthorid | Ching, WK=13310265500 | en_US |
dc.identifier.scopusauthorid | Yuen, WO=7102761296 | en_US |
dc.identifier.scopusauthorid | Ng, MK=34571761900 | en_US |
dc.identifier.scopusauthorid | Zhang, SQ=10143093600 | en_US |
dc.identifier.citeulike | 439557 | - |
dc.identifier.issnl | 1471-678X | - |