Advertising exposures for a seasonal good in a segmented market

Daniela Favaretto (), Luca Grosset () and Bruno Viscolani ()
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Luca Grosset: Department of Pure and Applied Mathematics, University of Padua

No 11, Working Papers from Venice School of Management - Department of Management, Università Ca' Foscari Venezia

Abstract: 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 (search for similar items in EconPapers)
JEL-codes: C61 M31 M37 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2011-11
New Economics Papers: this item is included in nep-mkt
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