Multistage multiproduct advertising budgeting

C. Beltran-Royo, H. Zhang, L.A. Blanco and J. Almagro

European Journal of Operational Research, 2013, vol. 225, issue 1, 179-188

Abstract: We propose and analyze an effective model for the Multistage Multiproduct Advertising Budgeting problem. This model optimizes the advertising investment for several products, by considering cross elasticities, different sales drivers and the whole planning horizon. We derive a simple procedure to compute the optimal advertising budget and its optimal allocation. The model was tested to plan a realistic advertising campaign. We observed that the multistage approach may significantly increase the advertising profit, compared to the successive application of the single stage approach.

Keywords: Marketing; Advertising budgeting; Market response models; Convex programming; Multistage optimization (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:225:y:2013:i:1:p:179-188

DOI: 10.1016/j.ejor.2012.09.022

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