haku: @author Gupta, A. / yhteensä: 31
viite: 18 / 31
| Tekijä: | Desai, V. S. Gupta, A. |
| Otsikko: | Determining optimal advertising strategies: a Markov decision model approach |
| Lehti: | Decision Sciences
1996 : SUMMER, VOL 27:3, p. 569-588 |
| Asiasana: | MARKETING QUANTITATIVE TECHNIQUES MATHEMATICS ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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