A linear programming approach for determining optimal advertising policy

Wai Ki Ching*, Wai On Yuen, Kwok Po NG, Shu Qin Zhang

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

10 Citations (Scopus)


In this paper, we propose a new advertising model which can capture the advertising wear out phenomenon. The objective here is to maximize overall sales. We show how to derive the optimal pulsation advertising strategy. The optimization problem can be formulated as a linear programming problem. Closed-form optimal solution can also be obtained under some conditions. We present numerical examples to illustrate the proposed model and apply the model to practical sales data.

Original languageEnglish
Pages (from-to)83-96
Number of pages14
JournalIMA Journal of Management Mathematics
Issue number1
Publication statusPublished - Jan 2006

Scopus Subject Areas

  • Management Information Systems
  • Modelling and Simulation
  • Economics, Econometrics and Finance(all)
  • Strategy and Management
  • Management Science and Operations Research
  • Applied Mathematics

User-Defined Keywords

  • Advertising model
  • Advertising wear out phenomenon
  • Linear programming
  • Pulsation advertising policy


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