This paper considers an optimal-control problem for the dynamics of the Vidale-Wolfe advertising model, the optimal … control being the rate of advertising expenditure to achieve a terminal market share within specified limits in a way that … points are solved with and without an upper limit on advertising rate. The complete solution to the general problem is then …

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for … capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using …

Firms that want to increase the sales of their brands through advertising have the choice of capturing market share … from their competitors through brand advertising, or increasing primary demand for the category through generic advertising …. In this paper, differential game theory is used to analyze the effects of the two types of advertising decisions made by …

We analyze optimal advertising spending in a duopolistic market where each firm's market share depends on its own and … its competitor''s advertising decisions, and is also subject to stochastic disturbances. We develop a differential game … model of advertising in which the dynamic behavior is based on the Sethi stochastic advertising model and the Lanchester …

We examine an oligopoly model of advertising competition where each firm's market share depends on its own and its … competitors' advertising decisions. A differential game model is developed and used to derive the closed-loop Nash equilibrium … discuss the effects of an increase in the number of competing firms on advertising expenditure, market share and profitability …

We examine an oligopoly model of advertising competition where each firm's market share depends on its own and its … competitors' advertising decisions. A differential game model is developed and used to derive the closed-loop Nash equilibrium … discuss the effects of an increase in the number of competing firms on advertising expenditure, market share and profitability …

Cooperative (co-op) advertising is an important instrument for aligning manufacturer and retailer decisions in supply … chains. In this, the manufacturer announces a co-op advertising policy, i.e., a participation rate that specifies the … percentage of the retailer's advertising expenditure that it will provide. In addition, it also announces the wholesale price. In …

undertakes promotional expenditures, uch as advertising, to increase sales and to compete against other retailer(s). The … manufacturer supports the retailer’s promotional expenditure through a cooperative advertising program by reimbursing a portion …