Modelling smoothly the joint effect of several advertising media on sales in a homogeneous market

Annamaria Sorato () and Bruno Viscolani ()

No 176, Working Papers from Department of Applied Mathematics, Università Ca' Foscari Venezia

Abstract: Decision on the use of different advertising media is a critical issue in marketing. Drawing on some literature related to the dynamic Nerlove-Arrow model, we propose a nonlinear programming framework for discussing how different advertising media may jointly affect the demand for a good. Starting from the idea that different advertising efforts may not simply add (linearly) to produce the demand result, we examine a few special media combination mechanisms which can be represented by smooth functions.

Keywords: Marketing; Advertising; Production; Nonlinear programming (search for similar items in EconPapers)
JEL-codes: C61 M31 M37 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2008-11
New Economics Papers: this item is included in nep-com, nep-cul, nep-mic and nep-mkt
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