Advertising Budgeting, Wearout and Copy Replacement

Dov Pekelman · SURESH P. SETHI

17 citations0/0 files storedJournal of the Operational Research Society

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Supply Chain and Inventory Management Marketing and Advertising Strategies Optimization and Mathematical Programming

Abstract

In this paper we offer a formulation for the "Copy Life Cycle" phenomenon. In particular, we introduce simultaneously three decision variables, the optimal advertising expenditures during a given planning horizon, the optimal times for copy replacements and the optimal investments in the new copies. The analysis and the solution of the problem is carried out by a mixed optimization technique based on dynamic programming and optimal control theory.

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2004Dynamic Version of the Economic Lot Size Model 1976Optimal Advertising Policy Under Dynamic Conditions 1957An Operations-Research Study of Sales Response to Advertising 1977Dynamic Optimal Control Models in Advertising: a Survey 1971Optimal Advertising Expenditure 1976Advertising Wearout: An Experimental Analysis 1973Television Commercial Wearout

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