DocumentCode
492248
Title
Optimal Control of Advertising based on a Micro-Level Diffusion Model
Author
Yan, Haixing ; Cheng, Yanmin
Author_Institution
Glorious sun Sch. of Bus. & Manage., Donghua Univ., Shanghai
fYear
2008
fDate
21-22 Dec. 2008
Firstpage
1076
Lastpage
1078
Abstract
This paper deals with the determination of optimal advertising strategies for micro-level models. We analyze the adoption behavior of consumers in risk-sensitive markets, and applying Bayes decision theory to innovation diffusion process develops the aggregated diffusion models of durable goods. Considering effectiveness of information transmitted by advertisement and adopters, the optimal control policies of advertising are conducted according to the optimal control theory.
Keywords
Bayes methods; advertising; optimal control; Bayes decision theory; advertising; consumers; durable goods; innovation diffusion process; microlevel diffusion model; optimal control; risk-sensitive markets; Advertising; Decision theory; Diffusion processes; Educational institutions; Marketing and sales; Mathematical model; Optimal control; Risk analysis; Sun; Technological innovation; advertising; component; diffusion of innovation; marketing; optimal control;
fLanguage
English
Publisher
ieee
Conference_Titel
Knowledge Acquisition and Modeling Workshop, 2008. KAM Workshop 2008. IEEE International Symposium on
Conference_Location
Wuhan
Print_ISBN
978-1-4244-3530-2
Electronic_ISBN
978-1-4244-3531-9
Type
conf
DOI
10.1109/KAMW.2008.4810679
Filename
4810679
Link To Document