A communication mix for an event planning: a linear quadratic approach

Alessandra Buratto () and Luca Grosset ()

Central European Journal of Operations Research, 2006, vol. 14, issue 3, 247-259

Abstract: The communication mix is a relevant decision issue for an organization that plans the advertising campaign for a fixed future event. It is assumed that the objectives of the organization are to minimize the cost of the advertising campaign and to drive the final demand as close as possible to a target value. Two different advertising channels are available: the first affects deterministically the consumers’ demand, whereas the second presents some stochastic aspects which are out of decision-maker’s control. Some recent mathematical developments on the stochastic linear quadratic control problem allow to formulate and solve some interesting instances of the problem. A comparative analysis of the efficiency of deterministic and stochastic controls is done and the optimal feedback policies are discussed. The trade-off between efficiency and risk of an advertising channel is essential to understand the features of the optimal solutions. Copyright Physica-Verlag 2006

Keywords: Marketing mix; Advertising; Goodwill; Stochastic LQ control; Stochastic Riccati equation; 90B60; 93E20; 49N10 (search for similar items in EconPapers)
Date: 2006
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1007/s10100-006-0002-y (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:cejnor:v:14:y:2006:i:3:p:247-259

Ordering information: This journal article can be ordered from
http://www.springer. ... search/journal/10100

DOI: 10.1007/s10100-006-0002-y

Access Statistics for this article

Central European Journal of Operations Research is currently edited by Ulrike Leopold-Wildburger

More articles in Central European Journal of Operations Research from Springer, Slovak Society for Operations Research, Hungarian Operational Research Society, Czech Society for Operations Research, Österr. Gesellschaft für Operations Research (ÖGOR), Slovenian Society Informatika - Section for Operational Research, Croatian Operational Research Society
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().