对凸的反应函数的几种不同结构的脉动广告投入策略的比较

On Comparing Alternative Advertising Pulsing Policies for Convex Respones Function

对扩展的Ｖｉｄａｌｅ－Ｗｏｌｆｅ模型中的凸的反应函数，在无限时区上，将资金成本纳入模型的情况下，比较了三种不同结构的脉动广告策略。我们得到如下结论：对凸的反应函数，广告的脉动策略优于广告的脉动保持策略，而广告的脉动保持策略优于均匀广告策略。

In this paper, three alternative advertising policies that belong to the advertising pulsation are compared analytically for convex response function under infinite planning horizon while the finance cost is included into the model. Following results are obtained:for convex response function,the advertising pulsing policy is superior to the advertising pulsing/maintenance policy, and the latter one is superior to the uniform advertising policy.