Application of Optimal Impulsive Control Method to Advertising
Advertising departments in companies face hard choices when have to decide how much and when to spend on advertising over the year in order to maximize the customer goodwill and minimize the advertising expenditure. To address these issues, this paper proposes an optimal impulsive control method, in which the control is discrete and only applied when the goodwill is below some pre-specified level. Optimality conditions for impulse driven systems are derived first. Simulation results based on optimal impulsive control method and an existing technique are presented. Analysis of the results show that integrated goodwill is greater with the optimal impulsive control method. Furthermore, this paper describes how to find a feasible suboptimal solution when an optimal solution doesn't exist.
S. N. Balakrishnan et al., "Application of Optimal Impulsive Control Method to Advertising," 17th Mediterranean Conference on Control & Automation, Institute of Electrical and Electronics Engineers (IEEE), Jun 2009.
Mechanical and Aerospace Engineering
Keywords and Phrases
Modelling and Simulation; Optimisation
Article - Conference proceedings
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