电视广告效果预测模型

本文通过引入电视广告影响力指数 ,利用主成分分析和多维偏好线性规划方法 ,结合广告理论 ,构建了电视广告效果的预测模型 ;对模型的基本原理和求解方法作了分析和讨论 ,并通过一真实的广告案例对模型进行了检验 .     

彩色全息广告灯箱的研制

提出了一种透射型彩色全息图的拍摄与再现方法 ,并将其用于设计制作彩色全息广告灯箱。讨论了制作彩色全息广告灯箱中的若干问题和解决方法。用此种方法所显示的图像突出了物体的三维立体感和原有色彩 ,它将为高质量彩色立体广告灯箱的制作提供一种新的方法和途径     

Advertising strategies in a franchise system

The main question of this research is: Who should undertake promotional and brand-image advertising if the franchisor and franchisees act so as to maximize their respective profits? To address this question, we study a two-stage advertising game between a franchisor and two adjacent franchisees. In the first stage of the game, the franchisor chooses between three advertising models – centralizing or delegating the two types of advertising to the franchisees or delegating only promotional advertising. In the second stage, given the franchisor’s choice of an advertising model, the two franchisees decide whether or not to cooperate. Our main findings are that (1) the franchisees should cooperate if the franchisor delegates either both brand-image and promotional advertising or promotional advertising, although cooperation between franchisees does not necessary improve the franchisor’s profits. (2) The choice of an advertising arrangement critically depends on the margins as well as the costs of performing both promotional and brand-image advertising. We also discuss the conditions under which the three advertising models should be implemented.     

Optimization of column width in website layout for advertisement fit

Advertising is the basic source of income for many web businesses. Preparing website layout for the advertisements is a problem faced by many web designers. The ads and other content are placed in several columns. Usually column widths are chosen ad hoc to fit the widest advertising unit. To make a more informed decisions website column width selection is formulated in this paper as optimization problem. A method of selecting column widths for a given set of advertisement units is proposed. Ad unit combinations that fit the given column widths are generated by the improved Wang algorithm for two-dimensional stock cutting problem. Column widths are evaluated for several objective functions. Two approaches are proposed. The first constructs a Pareto frontier of column width combinations. The second calculates the optimum column widths with respect to a weighted linear function of the objectives. To justify the weights expert survey was conducted. Both approaches are examined on datasets of internet advertising units.     

A linear programming approach for determining optimal advertising policy

^** Email: wkc{at}maths.hku.hk In this paper, we propose a new advertising model which cancapture the advertising wear out phenomenon. The objective hereis to maximize overall sales. We show how to derive the optimalpulsation advertising strategy. The optimization problem canbe formulated as a linear programming problem. Closed-form optimalsolution can also be obtained under some conditions. We presentnumerical examples to illustrate the proposed model and applythe model to practical sales data.     

广告价格折扣与在线卖方产品质量的激励——中介型电子商务交易平台的视角

研究了信息不对称下电子商务交易平台对在线卖方提高产品质量的激励问题.在线卖方提高产品质量需要付出质量成本,电子商务交易平台监督卖方产品质量需要付出监督成本.当作为理性人的卖方和交易平台提供商考虑自身利益最大化时,导致电子商务中的产品质量不高.将在线卖方在交易平台处的广告费用与其提供的产品质量相联系,证明了通过建立广告费用价格折扣与产品合格率正向相关的契约可以激励在线卖方提高产品质量,并且证明了该契约对在线卖方和电子商务交易平台是双赢的.     

纵向差异化下的双寡头说服性广告竞争

构建了一个纵向差异化下的双寡头说服行广告竞争模型,考查了均衡时双寡头企业的相对市场份额、均衡价格、企业利润及其决定因素,并对其进行比较静态分析,得出了若干有价值的结论,并构造了一个梯形分布的算例来对结论进行了验证.     

Optimal advertising in exponentially decaying markets

An optimal advertising singular control problem with unbounded control is formulated in a generalized fashion by introducing a reparametrization of time. This reparametrization is a new control. The method of dynamic programming is then used to determine the optimal synthesis. Afterward, it is easy to drop the reparametrization of time. In this interpretation, the synthesis shows an impulsive control at the initial time.The research of the second author was partially supported by Louisiana Education Quality Support Fund, Grant No. 86-LBR-016-04.     

On the maximum principle for a class of discrete dynamical systems with lags

A maximum principle for a class of discrete systems with lags is established constructively within the framework of discrete optimal control theory. An application of the maximum principle to a problem in advertising concludes the paper.     

Optimal institutional advertising: Minimum-time problem

This paper considers the problem of optimizing the institutional advertising expenditure for a firm which produces two products. The problem is formulated as a minimum-time control problem for the dynamics of an extended Vidale-Wolfe advertising model, the optimal control being the rate of institutional advertising that minimizes the time to attain the specified target market shares for the two products. The attainable set and the optimal control are obtained by applying the recent theory developed by Hermes and Haynes extending the Green's theorem approach to higher dimensions. It is shown that the optimal control is a strict bang-bang control. An interesting side result is that the singular arc obtained by the Green's theorem application turns out to be a maximum-time solution over the set of all feasible controls. The result clarifies the connection between the Green's theorem approach and the maximum principle approach.