An inventory model with reliability in an imperfect production process

The paper analyzes an economic manufacturing quantity (EMQ) model with price and advertising demand pattern in an imperfect production process under the effect of inflation. If the machine goes through a long-run process, it may shift from in-control state to out-of-control state. As a result, the system produces imperfect items. The imperfect items are reworked at a cost to make it as new. The production of imperfect quality items increases with time. To reduce the production of the imperfect items, the systems have to more reliable and the produced items depend on the reliability of the machinery system. In this direction, the author considers that the development cost, production cost, material cost are dependent on reliability parameter. Considering reliability as a decision variable, the author constructs an integrated profit function which is maximized by control theory. A numerical example along with graphical representation and sensitivity analysis are provided to illustrate the model.     

Advertising decisions for a segmented market

We consider the problem of choosing the levels of a set of advertising media in order to maximize the firm profit when the market is heterogeneous. Advertising efforts affect the demand of the different segments variably and we assume that the advertising effects on demand over time are mediated by a vector goodwill variable. A first general advertising decision problem is stated and solved in the non-linear programming framework. A preference index is then obtained for the medium selection problem when each segment demand function is linear in goodwill and each medium advertising cost function is quadratic in its level. Finally the theoretical case of disjoint advertising media is discussed.     

Coordinating advertising and pricing in a manufacturer–retailer channel

Cooperative advertising is a practice that a manufacturer pays retailers a portion of the local advertising cost in order to induce sales. Cooperative advertising plays a significant role in marketing programs of channel members. Nevertheless, most studies to date on cooperative advertising have assumed that the market demand is only influenced by advertising expenditures but not by retail price. This paper addresses channel coordination by seeking optimal cooperative advertising strategies and equilibrium pricing in a two-member distribution channel. We establish and compare two models: a non-cooperative, leader–follower game and a cooperative game. We develop propositions and insights from the comparison of these models. The cooperative model achieves better coordination by generating higher channel-wide profits than the non-cooperative model with these features: (a) the retailer price is lower to consumers; and (b) the advertising efforts are higher for all channel members. We identify the feasible solutions to a bargaining problem where the channel members can determine how to divide the extra profits.     

Coordination via cost and revenue sharing in manufacturer-retailer channels

The problem of establishing efficiency in a manufacturer-retailer channel (channel coordination) is extensively discussed in the industrial economics, the marketing and the operations research literature. However, studies considering consumer demand to be simultaneously affected by price and non-price variables are scarce. One subset of models investigates efficient contracts with non-linear tariffs, but requires mechanisms which are rarely observed in managerial practice. The other subset analyses channel efficiency effects of alternative royalty payments, but omits to design an efficient contract. We contribute to this literature by investigating a contract of royalty payments that is sufficient for channel coordination. Based on the analysis of the underlying vertical externalities, we show that channel coordination requires cost and revenue sharing via a revenue sharing rate and marketing effort participation rates on both manufacturer and retailer level. Some surprising findings are highlighted: there exists a continuum of efficient contracts. Efficiency requires a retailer’s participation of at least 50% in the manufacturer’s cost of marketing effort. Moreover, the elimination of double marginalisation is not necessary for channel coordination. Manufacturer and retailer can choose an efficient contract via bargaining over the wholesale price. The main challenge for managers will be to create acceptance of new types of royalty payments based on a trustful manufacturer-retailer relationship. We also discuss the cases of the Apple iPhone market launch and of innovative restaurant franchising to further illustrate and underline the relevance of our results.     

An empirical study on the Lanchester model of combat for competitive advertising decisions

This paper presents an empirical study on the Lanchester model of combat for competitive advertising decisions. Three issues are evaluated: (i) the specification of the market share response model; (ii) the effect of inflation on the estimation of the response model; and (iii) the performance of competitive strategies. It is shown that (a) the square root function that is used in previous studies is often inappropriate to characterize the market share response model; (b) market share variations are more responsive to current advertising expenditures; (c) closed-loop Nash equilibrium strategies are better competitive advertising strategies for firms to maximize profits than open-loop Nash equilibrium strategies; and (d), finally, general perfect equilibria Nash equilibrium strategies developed by Case are usually not good competitive advertising strategies for firms to maximize profits.     

广告媒体最佳选择的定量分析

本文应用线性规划问题的对偶单纯形法，分析广告媒体选择问题的最佳组合     

组合拍卖在门户网站广告机会分配中的应用

目前门户网站的广告机会销售主要通过价格协商的方式,这种方式不仅导致大量的中间交易成本而且分配结果常常无法达到最优.针对该情形,本文结合门户网站广告机会的特点,建立了广告机会分配的组合拍卖模型.该模型能让广告主自由的表达广告机会之间的无差异及互补效用.通过将该模型的特例转化为一般背包问题,文中证明了该问题求解的NP难特性.因此本文针对标的本身的结构提出了四种启发式信息及两种求解器:二元蚁群算法及贪婪算法.最后通过数值实验给出了在不同情况下,不同启发信息的性能并表明了在任何情况下二元蚁群算法比贪婪算法的寻优性更强.     

A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer-retailer supply chains

Vertical cooperative (co-op) advertising is a marketing strategy in which the retailer runs local advertising and the manufacturer pays for a portion of its entire costs. This paper considers vertical co-op advertising along with pricing decisions in a supply chain; this consists of one manufacturer and one retailer where demand is influenced by both price and advertisement. Four game-theoretic models are established in order to study the effect of supply chain power balance on the optimal decisions of supply chain members. Comparisons and insights are developed. These embrace three non-cooperative games including Nash, Stackelberg-manufacturer and Stackelberg-retailer, and one cooperative game. In the latter case, both the manufacturer and the retailer reach the highest profit level; subsequently, the feasibility of bargaining game is discussed in a bid to determine a scheme to share the extra joint profit.     

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.     

Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups

One of the critical decisions in media planning is how to allocate advertising efforts across different media. While studies indicate that marketers can create positive synergy effects by spreading their effort across several media, there is little understanding of how much should be invested in each specific medium to optimize advertising results. In this study, we apply a novel methodology, mixture‐amount modeling, which allows advertisers to determine the optimal allocation of advertising effort across media as a function of the total advertising effort. Moreover, we test how the optimal allocation and the resulting response change for consumers with distinctive media usage patterns and varying degrees of product category experience. Based on these results, we quantify the potential synergy between media and calculate the synergistic capacity for specific target groups. We apply the model to data from 52 beauty care advertising campaigns that ran on TV and in magazines in the Netherlands and Belgium. We determine the optimal allocation of advertising investments (measured through Gross Rating Points) to maximize campaign recognition. Our findings support the existence of positive synergistic effects between magazine and TV advertising and illustrate that these effects depend on consumers' media usage and product category experience.