Optimal Advertising Policies for Diffusion Models of New Product Innovation in Monopolistic Situations
用最优控制理论分析垄断市场中新耐用品的最优广告策略，考虑贴现和成本学习曲线，为不同扩散模型提供策略结构特征。
This paper deals with the determination of optimal advertising strategies for new product diffusion models. We consider the introduction of a new consumer durable in a monopolistic market and the evolution of sales is modelled by a flexible diffusion model. Repeat sales and possible entry of rivals are disregarded but we allow for discounting of future revenue streams and cost learning curve. Using standard methods of optimal control theory we characterize qualitatively the structure of an optimal advertising strategy for different versions of the diffusion model.