动态最优控制模型在广告业的应用综述(中)

本文介绍了动态最优控制模型在广告领域的研究进展,主要包括Sethi在1977年总结之后的模型发展。这些模型要回答的基本问题是,如何确定一个或一组相互竞争的企业的最优广告支出和其他可能随时间变化的利益相关因素。模型的最优化描述了这些变量如何转化为销售额,进而转化为利润。本文有两个主要目的。一方面,整理了早期综述文献中已经提到过的领域中产生的新贡献。另一方面,探讨了1977年以来广告学领域出现的新的研究方向。考虑到文章长度,本文将分成上中下三篇刊载。本篇主要介绍了销售—广告响应模型;耐用品的累积销售额模型;广告过程中具有多个状态变量的广告模型。

Dynamic Optimal Control Models in Advertising:Recent Developments(Part Two)

This paper presents a review of recent developments that have taken place in the area of dynamic optimal control models in advertising subsequent to comprehensive survey of the literature by Sethi in 1977.The basic problem underlying these models is that of determining optimal advertising expenditures and possibly other variables of interest over time for a firm or a group of competing firms under consideration.This optimization is done subject to some dynamics that define how these variables translate into sales and in turn,into profits.The purpose of this update is twofold.On the one hand,new contributions in the areas already treated in the earlier survey are reviewed.On the other hand,new trends in the advertising literature since 1977.Considering the length of the article,this paper will be divided into three parts.This part mainly introduces the sales advertising response model,the cumulative sales model of durable goods,and the advertising model with multiple state variables in the advertising process.