A chaotic model for advertising diffusion problem with competition

W.H. Ip, K.L. Yung and Dingwei Wang

International Journal of Systems Science, 2012, vol. 43, issue 8, 1545-1554

Abstract: In this article, the author extends Dawid and Feichtinger's chaotic advertising diffusion model into the duopoly case. A computer simulation system is used to test this enhanced model. Based on the analysis of simulation results, it is found that the best advertising strategy in duopoly is to increase the advertising investment to reach the best Win–Win situation where the oscillation of market portion will not occur. In order to effectively arrive at the best situation, we define a synthetic index and two thresholds. An estimation method for the parameters of the index and thresholds is proposed in this research. We can reach the Win–Win situation by simply selecting the control parameters to make the synthetic index close to the threshold of min-oscillation state. The numerical example and computational results indicated that the proposed chaotic model is useful to describe and analyse advertising diffusion process in duopoly, it is an efficient tool for the selection and optimisation of advertising strategy.

Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/00207721.2010.549575 (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:taf:tsysxx:v:43:y:2012:i:8:p:1545-1554

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/TSYS20

DOI: 10.1080/00207721.2010.549575

Access Statistics for this article

International Journal of Systems Science is currently edited by Visakan Kadirkamanathan

More articles in International Journal of Systems Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().