EconPapers    
Economics at your fingertips  
 

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
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://virgo.unive.it/wpideas/storage/2008wp176.pdf First version, 2008 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 Not Found (http://virgo.unive.it/wpideas/storage/2008wp176.pdf [302 Found]--> https://www.unive.it/pag/157011/)

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:vnm:wpaper:176

Access Statistics for this paper

More papers in Working Papers from Department of Applied Mathematics, Università Ca' Foscari Venezia Contact information at EDIRC.
Bibliographic data for series maintained by Marco LiCalzi ().

 
Page updated 2024-02-22
Handle: RePEc:vnm:wpaper:176