dc.contributor.author |
Chanda, Udayan |
|
dc.date.accessioned |
2023-05-01T06:48:04Z |
|
dc.date.available |
2023-05-01T06:48:04Z |
|
dc.date.issued |
2017-02 |
|
dc.identifier.uri |
https://www.inderscienceonline.com/doi/abs/10.1504/IJOR.2017.081913 |
|
dc.identifier.uri |
http://dspace.bits-pilani.ac.in:8080/xmlui/handle/123456789/10598 |
|
dc.description.abstract |
Global market and tough competition compels a firm to continuously conceive new ideas and introduce new technologies in the market. As a result, often more than one generation products compete in the same market; creating an incredible pressure on managers for balanced advertising campaigns for the existing product generations. Advertising of multi-generation product involves selection of appropriate advertising medium, analysing the target market and appropriate utilisation of the available advertising budget. Effective advertising campaign is critical for success of a product in the market. Hence, finding the optimal advertising campaign duration is important as huge chunk of a firm's budget is allocated for this purpose. For, successive technology generations, advertising at right time become even more important. This study developed a mathematical model to determine the optimal duration of advertising campaigns for successive generations product based on diffusion of information in a social group. The optimal timing depends on diffusion coefficient, population size, advertising cost per time unit, unit price, etc. |
en_US |
dc.language.iso |
en |
en_US |
dc.publisher |
Inder Science |
en_US |
dc.subject |
Management |
en_US |
dc.subject |
Mathematical Modelling |
en_US |
dc.subject |
Multi-product advertising |
en_US |
dc.subject |
Successive Technology Generations |
en_US |
dc.subject |
Optimisation |
en_US |
dc.subject |
Optimal duration |
en_US |
dc.subject |
Advertising campaigns |
en_US |
dc.subject |
Campaign duration |
en_US |
dc.subject |
Innovation diffusion theory |
en_US |
dc.title |
Optimal duration of advertising campaigns for successive technology generations using innovation diffusion theory |
en_US |
dc.type |
Article |
en_US |