TY - JOUR
T1 - Advertising budgeting, wearout and copy replacement
AU - Pekelman, Dov
AU - Sethi, Suresh
PY - 1978/7
Y1 - 1978/7
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84974872355&partnerID=8YFLogxK
U2 - 10.1057/jors.1978.141
DO - 10.1057/jors.1978.141
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AN - SCOPUS:84974872355
SN - 0160-5682
VL - 29
SP - 651
EP - 659
JO - Journal of the Operational Research Society
JF - Journal of the Operational Research Society
IS - 7
ER -