ORCID Profile
0000-0003-2284-6050
Current Organisation
Ambedkar University Delhi
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Publisher: Vilnius Gediminas Technical University
Date: 26-03-2014
DOI: 10.3846/20294913.2014.885914
Abstract: This study develops diffusion models for technological consumer products under the marketing environment when a product is marketed in a segmented market and observes two distinctive promotional strategies of mass and differentiated promotion an under explored study area. Mass promotion strategy creates a spectrum effect in market with an aim to create wider product awareness and influence the market size. Whereas the differentiated promotion strategy plays major role in external influence component in the respective segment and target for adoption by the current potential segment. Previous studies on segmented diffusion models assumed only first time purchase and constant market size which may yield underestimated results and fail to give appropriate insight of the diffusion process. The study develops and validates generalized diffusion models for segmented market incorporating the repurchase behaviour of the adopter population and dynamic potential market size considerations. Performance of the proposed models is analysed on real life data for a new product marketed in four segments and compared with the previous study.
Publisher: National Library of Serbia
Date: 2017
Abstract: In this paper, a dynamic multi-objective linear integer programming model is proposed to optimally distribute a firm?s advertising budget among multiple products and media in a segmented market. To make the media plan responsive to the changes in the market, the distribution is carried out dynamically by iding the planning horizon into smaller periods. The model incorporates the effect of the previous period advertising reach on the current period (taken through retention factor), and it also considers cross-product effect of simultaneously advertising different products. An application of the model is presented for an insurance firm that markets five different products, using goal programming approach.
Publisher: Springer Science and Business Media LLC
Date: 24-02-2017
Publisher: American Institute of Mathematical Sciences (AIMS)
Date: 2016
Publisher: World Scientific Pub Co Pte Lt
Date: 04-2016
DOI: 10.1142/S0217595916500123
Abstract: Digital revolution has resulted in a paradigm shift in the field of marketing with online advertising becoming increasingly popular as it offers the reach, range, scale and interactivity to organizations to influence their target customers. Moreover, web advertisement is the primary revenue stream for several websites that provide free services to internet users. The website management team needs to do a lot of planning and optimally schedule various advertisements (ads) to maximize revenue, taking care of advertisers’ needs under system constraints. In this paper, we have considered the case of news websites that provide news to its viewers for free with ads as the primary source of their revenue. The considered news website consists of many webpages with different banners for advertisement. Each banner consists of different number of partitions and cost per partition varies for different rectangular banners. Many ads compete with each other for their placement on a webpage on a specific banner, based on partition requirement, at specific time interval(s). Here, we have formulated a mixed integer 0–1 linear programming advertisement scheduling problem to maximize the revenue over planning horizon ided into time intervals under various system and technical constraints. A case is presented to show the applicability of the model. Branch and bound integer programming and goal programming techniques have been used to solve the formulated problem.
No related grants have been discovered for Anshu Gupta.