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A maximin procedure for the optimal insertion timing of ad executions

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  • (Sundar) Balakrishnan, P. V.
  • Hall, Nicholas G.

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  • (Sundar) Balakrishnan, P. V. & Hall, Nicholas G., 1995. "A maximin procedure for the optimal insertion timing of ad executions," European Journal of Operational Research, Elsevier, vol. 85(2), pages 368-382, September.
    • Handle: RePEc:eee:ejores:v:85:y:1995:i:2:p:368-382
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    References listed on IDEAS

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    1. John D. C. Little & Leonard M. Lodish, 1969. "A Media Planning Calculus," Operations Research, INFORMS, vol. 17(1), pages 1-35, February.
    2. Suresh P. Sethi, 1983. "Note---Optimal Long-Run Equilibrium Advertising Level for the Blattberg-Jeuland Model," Management Science, INFORMS, vol. 29(12), pages 1436-1443, December.
    3. Robert C. Blattberg & Abel P. Jeuland, 1981. "A Micromodeling Approach to Investigate the Advertising-Sales Relationship," Management Science, INFORMS, vol. 27(9), pages 988-1005, September.
    4. Minhi Hahn & Jin-Sok Hyun, 1991. "Advertising Cost Interactions and the Optimality of Pulsing," Management Science, INFORMS, vol. 37(2), pages 157-169, February.
    5. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
    6. Vijay Mahajan & Eitan Muller, 1986. "Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 110-111.
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    Cited by:

    1. Sohn, So Young & Choi, Hong, 2001. "Analysis of advertising lifetime for mobile phone," Omega, Elsevier, vol. 29(6), pages 473-478, December.

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