Optimal Temporal Policies in Fluid Milk Advertising
提出一种方法，在消费者对广告反应不对称时制定最优广告时间策略，并应用于纽约市液态奶广告，发现脉冲式广告比均匀投放更有效。
Abstract This study develops an approach to obtain optimal temporal advertising strategies when consumers' response to advertising is asymmetric. Using this approach, optimal strategies for generic fluid milk advertising in New York City are determined. Results indicate that pulsed advertising policies are significantly more effective in increasing demand than a uniform advertising policy. Sensitivity analyses show that the optimal advertising policies are insensitive to reasonable variations in interest rates and the inclusion of milk demand seasonality in the model. Also less asymmetric responses to advertising are found to result in shorter optimal pulsing cycles and reduced intensity of advertising pulses.