On the generalizability of advertising pulsation monopoly results to an oligopoly

This paper introduces, for the first time, an analytical framework for modeling and analyzing sales response to advertising pulsation for competitive markets of mature products in continuous time for discrete, piecewise policies that allow unequal cycle lengths. Employing a Nash equilibrium solution concept, this study supported with numerical analysis demonstrates that there is an oligopolistic, as opposed to a monopolistic, justification for advertising at a constant rate in the presence of concave response functions or advertising according to a pulsing policy in the presence of S-shaped response functions. The article employs a modeling framework whereby each of a set of competitors' responses to advertising spending is governed mainly by Lanchester type response is used to analyze the game resulting from cyclical advertising policies that are strictly adhered to by all players. A non-discounted averaged performance is used to assess the purported optimality of different variants of piecewise-constant policies.     

网络效应影响下品牌商与模仿者的竞争策略

近年来,品牌商与模仿者的竞争问题引起了社会的广泛关注。本文构建了包含一个品牌商和一个潜在模仿者的两周期动态博弈模型,且消费者具有策略性行为。品牌商在第一周期是市场的垄断者,若模仿者在第二周期进入市场,那么第二周期会变成双寡头市场。模仿者入侵市场除了会引起竞争效应外,与品牌产品的相似性也会引起网络效应,从而增加品牌产品的市场接受度。因此,面对模仿者入侵,品牌商需要同时权衡竞争效应与网络效应两方面的影响。研究结果表明:(1)网络效应并不总是对品牌商和模仿者的价格和需求等产生积极影响。(2)模仿产品质量不可提升过高,当模仿产品质量和品牌产品质量过分接近时,两个企业的利润都会降低。(3)当网络效应较小或者模仿产品质量过高时,品牌商在双寡头市场的需求可能会高于垄断市场的需求。     

Modelling advertising budgeting and allocation decisions using modified multinomial logit market share models

Previous research suggests that a multinomial logit model of market share (MNL) is inappropriate for equilibrium analyses of advertising competition. This article shows that when employing simple transformations of the advertising effort, the modified MNL model becomes useful in representing situations of diminishing returns to advertising and appropriate for advertising equilibrium analyses without additional difficulties in its empirical estimation. Using the modified MNL model, optimal advertising budgets together with their allocation over time are derived for both the cases of concave and S-shaped attraction (response) functions in a symmetric oligopoly.     

On the superiority of pulsing under a concave advertising market potential function

The authors study the superiority of advertising pulsing policy (turning advertising on and off in a cyclic fashion) over its uniform (constant spending) counterpart that costs the same under the assumption that sales dynamics follow a modified Vidale–Wolfe aggregate advertising model. The authors show that pulsing can be superior if the product of the concave market potential function and the linear or concave advertising response function is convex in advertising. Similar to previous studies in the literature, the average undiscounted profit over the infinite planning horizon is considered as a performance measure according to which alternative advertising pulsation policies are compared.     

Subsidizing to disrupt a terrorism supply chain—a four-player game

Terrorism with weapons of mass destruction (WMDs) is an urgent threat to homeland security. The process of counter-WMD terrorism often involves multiple government and terrorist group players, which is under-studied in the literature. In this paper, first we consider two subgames: a proliferation game between two terrorist groups or cells (where one handling the black market for profits proliferates to the other one to attack, and this is modelled as a terrorism supply chain) and a subsidization game between two governments (where one potential WMD victim government subsidizes the other host government, who can interfere with terrorist activities). Then we integrate these two subgames to study how the victim government can use the strategy of subsidization to induce the host government to disrupt the terrorism supply chain. To our knowledge, this is the first game-theoretic study for modelling and optimally disrupting a terrorism supply chain in a complex four-player scenario. We find that in the integrated game, when proliferation payment is high or low, the practical terrorist group will proliferate and not proliferate, respectively, regardless of government decisions. In contrast, in the subsidization subgame between the two governments, the decision of subsidization depends on its cost. When proliferation payment is medium, the decision of subsidization depends on not only its cost but also the preparation cost and the attacking cost. Findings from our results would assist in government policymaking.     

Optimal advertising pulsation policies: a dynamic programming approach

This study formulates and solves an advertising pulsation problem for a monopolistic firm using dynamic programming (DP). The firm aims at maximising profit through an optimal allocation of the advertising budget in terms of rectangular pulses over a finite planning horizon. Aggregate sales response to the advertising effort is assumed to be governed by a modified version of the Vidale–Wolfe model in continuous time proposed by Little. Using a numerical example in which a planning horizon of one year is divided into one, two through ten equal time periods, computing routines are developed to solve 150 DP problems. Computational results show among other findings that the performance yielded by the DP policy dominates the uniform advertising policy (constant spending) for a concave advertising response function and the advertising pulsing policy (turning advertising on and off) for a linear or convex response function.     

A differential game model of the marketing-operations interface

In the development of their dynamic strategies, the marketing and operations functions within a firm have differing objectives, and conflict between the two functions is common. The strategic interdependence involving marketing and operations decisions is modeled as a noncooperative differential game. Demand is assumed to be a function of price and advertising goodwill, and marketing controls price and advertising to maximize its discounted stream of revenue net of advertising costs. Backlogging is allowed, and operations controls production to minimize its discounted stream of production and backlog costs. A feedback Nash equilibrium is derived for the game, which allows a solution of the system of differential equations for goodwill and backlog, and is analyzed to study the nature of the dynamic strategies for price, advertising, and production.     

Game theoretic analysis of pricing and vertical cooperative advertising of a retailer-duopoly with a common manufacturer

This paper considers competition of duopolistic retailers, who sell substitutable products supplied by a single manufacturer offering a vertical cooperative advertising program. The price-dependent component of the demand function is derived from the consumers’ utility function in order to avoid logically inconsistent results. Additionally, each supply chain member can increase the costumers’ demand by advertising. By means of game theory, we get the following results: (a) Retailer competition harms all players, but is beneficial to the consumers. (b) Stronger competition is followed by less advertising. (c) Channel-leadership is not always advantageous to the manufacturer, and—likewise—retailers can also be better off when accepting followership. However, as our analysis shows, the increased complexity of the model under consideration reaches the limits of an analytical solution. Therefore, we give a brief outlook on non-nalytical solution methods for Nash and Stackelberg games, that could be used in future research, in the end of our paper.     

Differential game approach to pricing and advertising decisions

This study proposes a model to make concurrent decisions on dynamic pricing and advertising to maximise firms' profitability over an infinite time horizon in a duopoly market. To this end, the Nerlove-Arrow pricing and advertising model is designed in the presence of shifting costs in a dynamic duopolistic competition as a differential game. The Nash equilibrium solution is defined based upon a set of Hamilton–Jacobi–Bellman. Four scenarios are applied for economic interpretations and the efficacy of the model.     

On modeling the advertising-operations interface under asymmetric competition

Using a market share attraction structure of advertising competition and following a supermodular game approach, this article demonstrates for an asymmetric oligopoly, the directional impact of changes in model parameters on the marketing controlled variables of all rivals (advertising budgets) and the operations controlled variables of all rivals (ordered quantities). Importantly, the various changes are examined analytically, empirically and numerically in both non-dominated and dominated asymmetric oligopolies.     

Inheritance of properties in communication situations

In this paper we consider cooperative games in which the possibilities for cooperation between the players are restricted because communication between the players is restricted. The bilateral communication possibilities are modeled by means of a (communication) graph. We are interested in how the communication restrictions influence the game. In particular, we investigate what conditions on the communication graph guarantee that certain appealing properties of the original game are inherited by the graph-restricted game, the game that arises once the communication restrictions are taken into account. We study inheritance of the following properties: average convexity, inclusion of the Shapley value in the core, inclusion of the Shapley values of a game and all its subgames in the corresponding cores, existence of a population monotonic allocation scheme, and the property that the extended Shapley value is a population monotonic allocation scheme. Received May 1998/Revised version January 2000     

Adpuls in continuous time

Hermann Simon (1982) presented a formulation of the advertising sales relation for which pulsing is a long run optimal policy. His model, named Adpuls, explains wearout phenomena drawing on Helson's (1964) adaptation level theory. It is formulated in discrete time and the optimal policy alternates between high and low advertising effort from period to period. So the length of the model period determines the phase durations of pulsing. But the model period is predetermined. Practice, however, is interested in optimal durations of flights and pauses between them. In order to cope with this problem a continuous time version of Adpuls is proposed, for which optimal pulsing patterns are obtained numerically.     

灾后运输网络中的最短路修复合作博弈

在最短路修复合作博弈中,当灾后运输网络规模较大时,最优成本分摊问题难以直接求解。基于拉格朗日松弛理论,提出了一种最短路修复合作博弈成本分摊算法。该算法将最短路修复合作博弈分解为两个具有特殊结构的子博弈,进而利用两个子博弈的结构特性,可以{高效地}求解出二者的最优成本分摊,将这两个成本分摊相加,可以获得原博弈的一个近乎最优的稳定成本分摊。结果部分既包含运输网络的随机仿真,也包含玉树地震灾区的现实模拟,无论数据来源于仿真还是现实,该算法都能在短时间内为最短路修复合作博弈提供稳定的成本分摊方案。     

Endogenous timing in duopoly: experimental evidence

In this paper we experimentally investigate Cournot duopolies with an extended timing game. The timing game has observable delay, that is, firms announce a production period (one out of two periods) and then they produce in the announced sequence. Theory predicts simultaneous production in the first period. With random matching we find that, given the actual experimental behavior in the subgames, subjects play a timing game more akin to a coordination game with two symmetric equilibria rather than the predicted game with a dominant strategy to produce early. As a result, a substantial proportion of subjects choose the second period.     

Persuasive advertising under Bertrand competition: A differential game

We investigate a linear state differential game of advertising, under Cournot and Bertrand competition. A unique saddlepoint equilibrium exists if the marginal cost of advertising is sufficiently low. Bertrand competition entails more intense advertising than Cournot competition, since increasing market size is more important to firms when competition is tough.     

Nash game model for optimizing market strategies,configuration of platform products in a Vendor Managed Inventory (VMI) supply chain for a product family

This paper discusses how a manufacturer and its retailers interact with each other to optimize their product marketing strategies, platform product configuration and inventory policies in a VMI (Vendor Managed Inventory) supply chain. The manufacturer procures raw materials from multiple suppliers to produce a family of products sold to multiple retailers. Multiple types of products are substitutable each other to end customers. The manufacturer makes its decision on raw materials’ procurement, platform product configuration, product replenishment policies to retailers with VMI, price discount rate, and advertising investment to maximize its profit. Retailers in turn consider the optimal local advertising investments and retail prices to maximize their profits. This problem is modeled as a dual simultaneous non-cooperative game (as a dual Nash game) model with two sub-games. One is between the retailers serving in competing retail markets and the other is between the manufacturer and the retailers. This paper combines analytical, iterative and GA (genetic algorithm) methods to develop a game solution algorithm to find the Nash equilibrium. A numerical example is conducted to test the proposed model and algorithm, and gain managerial implications.     

A model of a 2-player stopping game with priority and asynchronous observation

Various models of 2-player stopping games have been considered which assume that players simultaneously observe a sequence of objects. Nash equilibria for such games can be found by first solving the optimal stopping problems arising when one player remains and then defining by recursion the normal form of the game played at each stage when both players are still searching (a 2 × 2 matrix game). The model considered here assumes that Player 1 always observes an object before Player 2. If Player 1 accepts the object, then Player 2 does not see that object. If Player 1 rejects an object, then Player 2 observes it and may choose to accept or reject it. It is shown that such a game can be solved using recursion by solving appropriately defined subgames, which are played at each moment when both players are still searching. In these subgames Player 1 chooses a threshold, such that an object is accepted iff its value is above this threshold. The strategy of Player 2 in this subgame is a stopping rule to be used when Player 1 accepts this object, together with a threshold to be used when Player 1 rejects the object. Whenever the payoff of Player 1 does not depend on the value of the object taken by Player 2, such a game can be treated as two optimisation problems. Two examples are given to illustrate these approaches.     

Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure

The purpose of this paper is to develop an operational method to detect the most effective exposures in the context of a given pulsing advertising campaign. For most effective, are intended those exposures that produce a statistically significant increase in the level of a response variable, either temporarily or permanently. The method consists in specifying an intervention model for the response variable, where the significant exposures are selected on the basis of a probabilistic criterion, and is empirically evaluated by using brandlevel data from five advertising tracking studies that also include the actual spending schedules. Given a pulsing advertising campaign, the proposed method serves both as an a-posteriori improvement of the campaign itself and as an a-priori additional information for programming future scheduling. Mathematics Subject Classification: 62M10.     

Power and potential maps induced by any semivalue: Some algebraic properties and computation by multilinear extensions

The notions of total power and potential, both defined for any semivalue, give rise to two endomorphisms of the vector space of cooperative games on any given player set where the semivalue is defined. Several properties of these linear mappings are stated and the role of unanimity games as eigenvectors is described. We also relate in both cases the multilinear extension of the image game to the multilinear extension of the original game. As a consequence, we derive a method to compute for any semivalue by means of multilinear extensions, in the original game and also in all its subgames, (a) the total power, (b) the potential, and (c) the allocation to each player given by the semivalue.     

基于Bertrand模型的企业广告投放策略研究

广告投入水平是企业进行广告竞争战略中的重要决策环节,只有合理的广告投入才能够为企业带来利润的增长.广告投入又分为广告的制作投入和播放投入两部分,因此企业在广告竞争中面临着如何选择最佳的投入策略问题.基于此,构建了生产同一种商品的2家企业,在完全信息静态条件下,广告投放策略选择的博弈模型,并求出其均衡解.通过对相关参数赋值进行模拟分析,分别求出博弈参与双方在广告内容制作投入和广告播放频率投入两方面进行策略选择时的收益矩阵,进而找出企业应对竞争对手广告投放策略发生变化时的最优策略向量,减少广告投入浪费;分析结果还表明企业对产品的广告投放选择策略组合时获得的产品利润高于选择单一策略的利润情况.