Author:

Larisa A. Sazanova

Abstract:

The paper considers a discrete analogue of an advertising campaign model. It studies the variation in the number of consumers interested in new products, which is closely linked to the costs of their attrac‑ tion during an advertising campaign. Mathematical modelling allows evaluating cost-effectiveness of an advertising campaign, allocating advertising budget and planning actions in relation to the target groups of consumers more comprehensively. The model is presented within the framework of the optimal con‑ trol theory, and the problem of allocating advertising budget is limited to the construction of the control action, in a sense close to the optimum. Practically, the results of the study can help improve the accuracy of economic estimates that affect the quality of decisions taken by firms.

Keywords: advertising campaign; discrete equation; control action; optimality

For citation:

Sazanova L. A. Ekonomicheskie aspekty issledovaniya organizatsii reklamnoy kampanii [Economic Aspects of Research of an Advertising Campaign]. Izvestiya Uralskogo gosudarstvennogo ekonomicheskogo universiteta – Journal of the Ural State University of Economics, 2016, no. 5 (67), pp. 141–147.