A maximin procedure for the optimal insertion timing of ad executions

DOI10.1016/0377-2217(94)00043-CzbMath0912.90189OpenAlexW1997998456MaRDI QIDQ1127135

Nicholas G. Hall, P. V. Sundar Balakrishnan

Publication date: 25 May 1999

Published in: European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1016/0377-2217(94)00043-c

zbMATH Keywords

ad campaigndominant brandsmaximin strategyoptimal insertion timing pattern

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Related Items (3)

Multi-criteria media mix decision model for advertising a single product with segment specific and mass media ⋮ Determining the optimal duration of an advertising campaign using diffusion of information ⋮ A chaotic model for advertising diffusion problem with competition

Cites Work

• Unnamed Item
• Note—Optimal Long-Run Equilibrium Advertising Level for the Blattberg-Jeuland Model
• Advertising Cost Interactions and the Optimality of Pulsing

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