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IMA Journal of Management Mathematics Advance Access originally published online on January 27, 2008
IMA Journal of Management Mathematics 2008 19(3):219-226; doi:10.1093/imaman/dpm040
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© The authors 2008. Published by Oxford University Press on behalf of the Institute of Mathematics and its Applications. All rights reserved.

Advertising in a segmented market: comparison of media choices

Luca Grosset{dagger} and Bruno Viscolani{ddagger}

Department of Pure and Applied Mathematics, University of Padua, via Trieste 63, I-35121 Padova, Italy

{dagger} Email: grosset{at}math.unipd.it

{ddagger} Corresponding author. Email: viscolani{at}math.unipd.it

Received on 6 December 2006. Revision received 17 December 2007. Segmentation is a core strategy in modern marketing but, to the best of our knowledge, it is not considered in most dynamic advertising models. In this paper, we aim to fill such a gap by presenting a dynamic advertising model which includes market segmentation. First, we model goodwill evolution in a segmented market under the assumption that the decision maker may independently choose the advertising intensity directed at each different segment. Then, we assume that the decision maker must use a single medium, which reaches several segments with different effectiveness. We obtain the explicit solutions of the relevant optimal control problems. These results permit us to compare the two different contexts and to obtain a preference index for advertising media.

Keywords: advertising; segmentation; media


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