Stochastic optimal budget decision for advertising considering uncertain sales responses

DOI10.1016/J.EJOR.2006.02.031zbMath1138.91374OpenAlexW2030201594MaRDI QIDQ2643935

Shizhong Ai, Rong Du, Qiying Hu

Publication date: 27 August 2007

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

Full work available at URL: https://doi.org/10.1016/j.ejor.2006.02.031

zbMATH Keywords

decision analysisadvertisingmarket utilitystochastic optimal policies

Mathematics Subject Classification ID

Decision theory (91B06) Stochastic programming (90C15)

Related Items (8)

DYNAMIC OPTIMAL BUDGET ALLOCATION FOR INTEGRATED MARKETING CONSIDERING PERSISTENCE ⋮ Optimal Budget Allocation Across Search Advertising Markets ⋮ Nonparametric advertising budget allocation with inventory constraint ⋮ Advertising games on national brand and store brand in a dual-channel supply chain ⋮ Real options in operations research: a review ⋮ Advertising strategies for new product diffusion in emerging markets: propositions and analysis ⋮ Dynamic budget allocation for social media advertising campaigns: optimization and learning ⋮ An application of approximate dynamic programming in multi-period multi-product advertising budgeting

Cites Work

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• Innovation diffusion uncertainty, advertising and pricing policies
• Advertising Budgeting, Wearout and Copy Replacement
• Dynamic Optimal Control Models in Advertising: a Survey
• Optimum Advertising and Goodwill under Uncertainty
• Technical Note—A Note on the Nerlove-Arrow Model under Uncertainty
• Dynamic Optimal Control Models in Advertising: Recent Developments
• An Operations-Research Study of Sales Response to Advertising
• A dual control problem and application to marketing

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