search query: @indexterm QUANTITATIVE TECHNIQUES / total: 178
reference: 52 / 178
| Author: | Desai, V. S. Gupta, A. |
| Title: | Determining optimal advertising strategies: a Markov decision model approach |
| Journal: | Decision Sciences
1996 : SUMMER, VOL 27:3, p. 569-588 |
| Index terms: | MARKETING QUANTITATIVE TECHNIQUES MATHEMATICS ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | This study is about the models in which advertising wearout and the differences between the learning and forgetting of advertisements are explicitly included. To obtain optimal control limit policies , a discrete time Markov decision modeling approach is used, and an algorithm is provided to identify these policies. A control limit policy specifies whether or not to advertise in a specific time period on the basis of the level of awareness in that time period. The algorithm helps determine the duration of time in which advertising is not done. |
SCIMA