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Advertising is one of the marketing strategy that is very important for a company to increase the profits of an enterprise. Advertising can also be considered as an investment which is commandly called goodwill. In this final project, we discuss how the company determines the appropriate advertising...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/14466 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Advertising is one of the marketing strategy that is very important for a company to increase the profits of an enterprise. Advertising can also be considered as an investment which is commandly called goodwill. In this final project, we discuss how the company determines the appropriate advertising policies by applying optimal control theory on one of the advertising model, so called the Nerlove-ArrowModel. Nerlove-Arrow model represents the effect of goodwill in improving corporate profits by finding a policy that being maximizing the objective function of the company. The discussion starts with the method of Pontryagin maximum principle, and then continue to the analysis of linear and nonlinear extension Nerlove-Arrow model. |
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