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Un modèle dynamique des dépenses optimales de publicité en situation d'incertitude

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  • Pierre Dehez
  • Alex Jacquemin

Abstract

[fre] Un modèle dynamique des dépenses optimales de publicité en situation d'incertitude. . L'objet de cette étude est de présenter un modèle dynamique des dépenses optimales de publicité par une entreprise monopolistique agissant en situation d'incertitude. Il en résulte une généralisation des théorèmes de Dorfman-Steiner et de Nerlove-Arrow qui deviennent des cas particuliers d'un théorème beaucoup plus général. Il apparaît notamment que, quelle que soit l'attitude de la firme à l'égard du risque, le montant optimal des dépenses publicitaires est, en situation dynamique, supérieur à celui qui existerait dans une situation statique. En outre, dans une situation dynamique, l'aversion pour le risque tend à compenser l'impact positif du facteur dynamique. [eng] A dynamic model of optimal advertising policy under uncertainty. . This paper presents a model of optimal advertising policy of a monopolisee firm acting under dynamic conditions as well as under uncertainty. By so doing, generalizations of the Dorfman-Steiner and Nerlove-Arrow theorems are obtained. A first implication is that, whatever the firm's attitude towards risk, the optimal level of advertising is higher under dynamic than under static conditions. Further-more, in a dynamic situation, risk aversion will tend to reduce the positive impact of the dynamic maximization on the level of advertising outlays.

Suggested Citation

  • Pierre Dehez & Alex Jacquemin, 1974. "Un modèle dynamique des dépenses optimales de publicité en situation d'incertitude," Revue Économique, Programme National Persée, vol. 25(1), pages 75-85.
    • Handle: RePEc:prs:reveco:reco_0035-2764_1974_num_25_1_408131
    DOI: 10.3406/reco.1974.408131
    Note: DOI:10.3406/reco.1974.408131
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    References listed on IDEAS

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    1. Sandmo, Agnar, 1971. "On the Theory of the Competitive Firm under Price Uncertainty," American Economic Review, American Economic Association, vol. 61(1), pages 65-73, March.
    2. Horowitz, Ira, 1970. "A Note on Advertising and Uncertainty," Journal of Industrial Economics, Wiley Blackwell, vol. 18(2), pages 151-160, April.
    3. HOROWITZ, Ira, 1970. "A note on advertising and uncertainty," LIDAM Reprints CORE 56, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
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