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Multiperiod Multiproduct Advertising Budgeting: Stochastic Optimization Modeling
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DOI：10.1016/j.omega.2015.02.013.png)
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We propose a stochastic optimization model for the Multiperiod Multiproduct Advertising Budgeting problem, so that the expected profit of the advertising investment is maximized. The proposed model is a convex optimization problem that can readily be solved by plain use of standard optimization software. It has been tested in a case study derived from a real advertising campaign. In the case study, the expected profit of the stochastic approach has been favorably compared with the expected profit of the deterministic approach. This provides a quantitative argument in favor of the stochastic approach for managerial decision making in a data-driven framework. (c) 2015 Elsevier Ltd. All rights reserved.
Keyword:
Marketing
Advertising budgeting
Advertising adstock
Stochastic optimization
Convex optimization
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3.8K
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