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Optimal duration of advertising campaigns for successive technology generations using innovation diffusion theory

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  • Remica Aggarwal
  • Udayan Chanda

Abstract

Global market and tough competition compels a firm to continuously conceive new ideas and introduce new technologies in the market. As a result, often more than one generation products compete in the same market; creating an incredible pressure on managers for balanced advertising campaigns for the existing product generations. Advertising of multi-generation product involves selection of appropriate advertising medium, analysing the target market and appropriate utilisation of the available advertising budget. Effective advertising campaign is critical for success of a product in the market. Hence, finding the optimal advertising campaign duration is important as huge chunk of a firm's budget is allocated for this purpose. For, successive technology generations, advertising at right time become even more important. This study developed a mathematical model to determine the optimal duration of advertising campaigns for successive generations product based on diffusion of information in a social group. The optimal timing depends on diffusion coefficient, population size, advertising cost per time unit, unit price, etc.

Suggested Citation

  • Remica Aggarwal & Udayan Chanda, 2017. "Optimal duration of advertising campaigns for successive technology generations using innovation diffusion theory," International Journal of Operational Research, Inderscience Enterprises Ltd, vol. 28(3), pages 415-428.
    • Handle: RePEc:ids:ijores:v:28:y:2017:i:3:p:415-428
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    Cited by:

    1. Syed Mohd Muneeb & Ahmad Yusuf Adhami & Zainab Asim & Syed Aqib Jalil, 2019. "Bi-level decision making models for advertising allocation problem under fuzzy environment," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(2), pages 160-172, April.

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