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Allocation of advertising budget between multiple channels to support sales in multiple markets

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  • Vahideh Sadat Abedi

    (California State University Fullerton)

Abstract

We consider the allocation of a limited marketing budget between multiple channels in order to promote sales at multiple markets. The channels differ in their type, level of targetability (or reach), and costliness. We incorporate the “threshold effect” from each market in our resource allocation which requires some positive advertising investment in each market before much sales impact can be observed from it. The increased number of channels in recent years with the advent of digital advertising, along with the added complexity created by the threshold effect, necessitates the development of new allocation approaches. In this paper, we formulate the firm’s resource allocation decision as a nonlinear and nonseparable knapsack problem. We develop a branch and cut solution method which is enhanced by a heuristic approach. A set of numerical experiments illustrate the performance of our methods and evaluate the usefulness of two rule-of-thumb strategies commonly used in practice.

Suggested Citation

  • Vahideh Sadat Abedi, 2017. "Allocation of advertising budget between multiple channels to support sales in multiple markets," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 68(2), pages 134-146, February.
    • Handle: RePEc:pal:jorsoc:v:68:y:2017:i:2:d:10.1057_s41274-016-0026-1
    DOI: 10.1057/s41274-016-0026-1
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    References listed on IDEAS

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    2. Huang, Song & Zhang, Xianmei & Chen, Shuting, 2021. "Information acquisition with advertising threshold effect under manufacturer encroachment in a supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 153(C).
    3. Lotty E. Westerink‐Duijzer & Loe P. J. Schlicher & Marieke Musegaas, 2020. "Core Allocations for Cooperation Problems in Vaccination," Production and Operations Management, Production and Operations Management Society, vol. 29(7), pages 1720-1737, July.
    4. Westerink-Duijzer, L.E. & Schlicher, L.P.J. & Musegaas, M., 2019. "Fair allocations for cooperation problems in vaccination," Econometric Institute Research Papers EI2019-06, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
    5. Salmani, Yasamin & Partovi, Fariborz Y., 2021. "Channel-level resource allocation decision in multichannel retailing: A U.S. multichannel company application," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Abedi, Vahideh Sadat, 2019. "Compartmental diffusion modeling: Describing customer heterogeneity & communication network to support decisions for new product introductions," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 536(C).

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