We study the problem of advertising a social event in a segmented market using different media. The result of such advertising process is the evolution of goodwill vector. We describe the problem as an optimal control one, assuming that the demand is a concave function of goodwill. We prove the existence of an optimal solution and characterize it using Pontryagin Maximum Principle. This leads to the analysis of a family of linear programming problems. We provide a more explicit and detailed description of optimal solutions for the case of goodwill linear demand.
|Titolo:||Advertising a social event in a heterogeneous market|
|Data di pubblicazione:||2016|
|Appare nelle tipologie:||2.1 Articolo su rivista |