Optimal advertising expenditure using adaptive dual control approach = 同時適應制御方式을 이용한 最適廣告費決定에 관한 硏究

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In this thesis, the optimal advertising policy is discussed for a firm that wishes to maximize it``s net discounted profit stream. The discrete market share equation is derived based on the Vidale-Wolfe Model. To derive the optimal advertising policy in deterministic model, the control is defined as a propotion of profits and the concept of the Proper Condition is introduced. Deterministic model is extended to stochastic case where the parameters are normally distributed and the market share equation has a Gaussian disturbance term. Adaptive Dual Control approach is applied to determine the optimal advertising expenditures in stochastic model, where the results of the deterministic model are used as the Nominal Control. A numerical example is given to illustrate the practical procedure.
Advisors
Park, Sung-Jooresearcher박성주researcher
Description
In this thesis, the optimal advertising policy is discussed for a firm that wishes to maximize it`s net discounted profit stream. The discrete market share equation is derived based on the Vidale-Wolfe Model. To derive the optimal advertising policy in deterministic model, the control is defined as a propotion of profits and the concept of the Proper Condition is introduced. Deterministic model is extended to stochastic case where the parameters are normally distributed and the market share equation has a Gaussian disturbance term. Adaptive Dual Control approach is applied to determine the optimal advertising expenditures in stochastic model, where the results of the deterministic model are used as the Nominal Control. A numerical example is given to illustrate the practical procedure. 경영과학과,
Publisher
한국과학기술원
Issue Date
1982
Identifier
63516/325007 / 000801190
Language
eng
Description

학위논문(석사) - 경영과학과, 1982.2, [ iv, 43 p. ]

URI
http://hdl.handle.net/10203/44600
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=63516&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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