TY - JOUR
T1 - Advertising for price-sensitive products with multi-attribute considered
AU - Yuan, Qianqian
AU - Song, Shilling
AU - Yang, Feng
N1 - Publisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2016/7/2
Y1 - 2016/7/2
N2 - This study provides a framework for a marketing manager to make advertising decisions for price-sensitive products. One promotion, price discount, is offered at the same time as local advertising and national advertising. Unlike previous studies that mainly considered sales profit as the primary goal, this study considers two other attributes, goodwill and customer scale, in making advertising investments. In all cases, a strategy with larger values of these attributes is better. However, maximising these three attributes simultaneously is difficult or impossible, so managers must balance trade-offs between them. We utilise the stochastic multi-attributes analysis in this paper. This method is a multi-attributes decision support technique based on exploring the weight space, helping managers make optimal advertising decisions regarding these three attributes. A numerical example is presented to illustrate the proposed approach.
AB - This study provides a framework for a marketing manager to make advertising decisions for price-sensitive products. One promotion, price discount, is offered at the same time as local advertising and national advertising. Unlike previous studies that mainly considered sales profit as the primary goal, this study considers two other attributes, goodwill and customer scale, in making advertising investments. In all cases, a strategy with larger values of these attributes is better. However, maximising these three attributes simultaneously is difficult or impossible, so managers must balance trade-offs between them. We utilise the stochastic multi-attributes analysis in this paper. This method is a multi-attributes decision support technique based on exploring the weight space, helping managers make optimal advertising decisions regarding these three attributes. A numerical example is presented to illustrate the proposed approach.
KW - SMAA
KW - advertising investment
KW - multi-attribute decision-making
KW - price discount
UR - http://www.scopus.com/inward/record.url?scp=84961216289&partnerID=8YFLogxK
U2 - 10.1080/00207543.2016.1148274
DO - 10.1080/00207543.2016.1148274
M3 - Article
AN - SCOPUS:84961216289
SN - 0020-7543
VL - 54
SP - 3796
EP - 3807
JO - International Journal of Production Research
JF - International Journal of Production Research
IS - 13
ER -