This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to analyze two different demand specifications – linear demand and isoelastic demand – for symmetric an...

This paper aims to show that the marketing and management of advertising campaigns have contributed in a positive growing way since nineties until now bring targeted customers increase sales electronic products. Social communication networks are transformed into promoting forum order automatically attract without need for traditional methods. In this sense, represents space commercial transacti...

This paper deals with the problem of scheduling optimal advertising policy for a very general class of consumer buying behavior models. To avoid analysis of a complex multitude of social-psychological and cultural-environmental factors affecting the consumer’s decision we construct a stochastic model. Because of the diminishing effect of even advertising policy, we consider advertising pulsing ...

Dairy farmer check-off contributions are used to fund a variety of generic commodity promotion programs. Historically, generic advertising of fluid milk and cheese have constituted the majority share of check-off budgets for dairy products. In recent years, however, slow growth in dairy farmer check-off revenues, combined with sharp increases in media advertising costs, has prompted a shift awa...

  Purpose: The purpose of this study was to investigate the impact of effective marketing factors on increasing film sales. Method: This research was applied in terms of purpose and descriptive-survey in terms of implementation with correlation approach. The statistical population of the present study was 294 producers, directors and media experts who used the Cochran's formula due to the...

Purpose: This research aims to identify key factors that influence physicians’ drug selection decisions as well as the main sources of information for physicians about new drugs and the most effective “reminder methods” used by pharmaceutical sales representatives. This study fills a gap within the existing literature by identifying the most important factors that affect physicians’ drug select...

Social media have enjoyed a rapidly increasing adoption among users in recent years. Millions of users execute billions of actions (in form of tweets, messages, replies, likes, etc.) every day. The massive amount of social interactions online has contributed to the proliferation of social advertising. Alongside the interest in online and social advertising, Twitter has introduced several advert...

Advertising campaigns carried out by firms post-health crises have been well documented in the literature, but the results, in terms of their effectiveness in recovering demand, are mixed. This paper examines the effect of risk-framed message appeal (aimed at reducing uncertainty about a product by elaborating upon new safety controls) on reductions in losses resulting from crises in comparison...

The analysis only passingly refers to the main effect of any reduction in advertising for unhealthy foods (and consequently sales of such foods), which would be a shift in advertising funds and sales to other types of presumably healthier food and beverages either within firms or across firms within the industry. If the analysis had fully taken these shifts into account, the employment impacts ...

The main purpose of this paper is to discern the dynamic causal relationships (in the Granger (temporal) sense) among sales, advertising and prices in the context of the Portuguese car market. The present research (based on multiple cointegration tests preceded by various unit root or non-stationarity tests) is one of the first attempts at putting the salesmarketing mix analysis within a multiv...