Application of Optimal Impulsive Control Method to Advertising

Abstract

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.

Meeting Name

17th Mediterranean Conference on Control and Automation (2009: Jun. 24-26, Thessaloniki, Greece)

Department(s)

Mechanical and Aerospace Engineering

Keywords and Phrases

Modelling and Simulation; Optimisation

Document Type

Article - Conference proceedings

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2009 Institute of Electrical and Electronics Engineers (IEEE), All rights reserved.

Publication Date

26 Jun 2009

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