Access the full text.
Sign up today, get DeepDyve free for 14 days.
E. Levin, T. Quach, Park Thaichon (2019)
Enhancing client-agency relationship quality in the advertising industry – an application of project managementJournal of Business & Industrial Marketing
Irma Luhta, I. Virtanen (1996)
Non-linear advertising capital model with time delayed feedback between advertising and stock of goodwillChaos Solitons & Fractals, 7
L. Bergkvist, J. Rossiter (2008)
The Role of Ad Likability in Predicting an Ad's Campaign PerformanceJournal of Advertising, 37
D. Berkowitz, A. Allaway, Giles D'souza (2001)
Estimating Differential Lag Effects for Multiple Media across Multiple StoresJournal of Advertising, 30
(2019)
Supply chain dynamic marketing cooperation strategy considering double delay effect
Yi He, Qinglong Gou, Chunxu Wu, Xiaohang Yue (2013)
Cooperative Advertising in a Supply Chain with Horizontal CompetitionMathematical Problems in Engineering, 2013
Yong-Wu Zhou, Jicai Li, Yuanguang Zhong (2018)
Cooperative advertising and ordering policies in a two-echelon supply chain with risk-averse agentsOmega-international Journal of Management Science, 75
Peter Leszczyc, R. Rao (1990)
An empirical analysis of national and local advertising effect on price elasticityMarketing Letters, 1
(2001)
The impact of differential lag effects on the allocation of advertising budgets across media
S. Jørgensen, S. Sigué, G. Zaccour (2000)
DYNAMIC COOPERATIVE ADVERTISING IN A CHANNELJournal of Retailing, 76
Zhang Shi-ying (2006)
Dynamic Cooperative Advertising Strategies Based on Differential Games in a Supply ChainControl and Decision
Hui Yu, Shizhen Bai, Dongyan Chen, Chaoqun Dong, Xinyuan Feng (2020)
Application of optimal control to the dynamic advertising decisions for supply chain with multiple delaysSystems Science & Control Engineering, 8
Jinxing Xie, Jerry Wei (2009)
Coordinating advertising and pricing in a manufacturer-retailer channelEur. J. Oper. Res., 197
K. Morimoto, K. Kobayashi, K. Shimoda, K. Enomoto, A. Kataura (1985)
Surgical correction of subglottic stenosis in children. A follow-up study.ORL; journal for oto-rhino-laryngology and its related specialties, 47 4
G. Bokov (2011)
Pontryagin’s maximum principle of optimal control problems with time-delayJournal of Mathematical Sciences, 172
Zongsheng Huang, P. Bai (2021)
Dynamic cooperative promotion in the presence of consumer reference effect with competing retailersJournal of Retailing and Consumer Services, 60
Alisa White, Bruce Smith (2001)
Assessing Advertising Creativity Using the Creative Product Semantic ScaleJournal of Advertising Research, 41
Hui Yu, Dongyan Chen (2019)
New Optimal Control Decisions for Channel System With Lagged Effect: Dynamic Advertising and Pricing CasesIEEE Access, 7
Elodie Adida, V. DeMiguel (2011)
Supply Chain Competition with Multiple Manufacturers and RetailersOper. Res., 59
Computer Integrated Manufacturing Systems, 26
P. Giovanni (2021)
A dynamic supply chain game with vertical coordination and horizontal competitionInt. Trans. Oper. Res., 28
Kwangmin Park, S. Jang (2016)
Revisiting the carry-over effects of advertising in franchise industriesInternational Journal of Contemporary Hospitality Management, 28
Junfei Ding, Wenbin Wang (2020)
Information sharing in a green supply chain with promotional effortKybernetes, 49
Huini Zhou, P. Wu, Y. Tan (2021)
A strategic study on dynamic investment of online advertising in two-echelon supply chain disturbed by the spillover effectInternational Journal of Logistics-research and Applications
Xiuxian Li, Ling Li, Xinyu Wang, Shuhua Zhang (2021)
Implications of Advertising Lag on the Dynamic Optimal Decisions in an O2O Supply ChainDiscrete Dynamics in Nature and Society
Bo Li, Pengwen Hou, Qinghua Li (2015)
Cooperative advertising in a dual-channel supply chain with a fairness concern of the manufacturerIma Journal of Management Mathematics, 28
P. Giovanni, Salma Karray, G. Martín-Herrán (2019)
Vendor Management Inventory with consignment contracts and the benefits of cooperative advertisingEur. J. Oper. Res., 272
Jian Song, Feng Li, D. Wu, L. Liang, A. Dolgui (2017)
Supply chain coordination through integration of innovation effort and advertising supportApplied Mathematical Modelling, 49
M. Eisend, T. Langner (2010)
Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertiseInternational Journal of Advertising, 29
Shigui Ma, Yong He, R. Gu (2020)
Dynamic generic and brand advertising decisions under supply disruptionInternational Journal of Production Research, 59
Fausto Gozzi, Carlo Marinelli (2004)
Stochastic optimal control of delay equations arising in advertising models, 245
(2018)
Advertising strategies for supply chain with lagged and memory effects
Chen Guopeng, Zhan Xumei, Xiao Jian (2016)
Cooperative advertising strategy of supply chain with online retailer's discount, 22
Qingyun Xu, Bing Xu, Qiushi Bo, Yi He (2019)
Coordination through cooperative advertising in a two-period supply chain with retail competitionKybernetes, 48
Daniel Baack, Rick Wilson, B. Till (2008)
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional MediaJournal of Advertising, 37
M. Nerlove, K. Arrow (1962)
OPTIMAL ADVERTISING POLICY UNDER DYNAMIC CONDITIONSEconomica, 29
(2020)
Application of artificial intelligence in advertising & public relations and emerging ethical issues in the ecosystem
Zhanbing Guo, Junhai Ma (2018)
Dynamics and implications on a cooperative advertising model in the supply chainCommun. Nonlinear Sci. Numer. Simul., 64
Franziska Küster, M. Eisend (2016)
Time heals many wounds – explaining the immediate and delayed effects of message sidednessInternational Journal of Advertising, 35
Dominika Machowska (2019)
Delayed effects of cooperative advertising in goodwill dynamicsOper. Res. Lett., 47
M. Vidale, H. Wolfe (1957)
An Operations-Research Study of Sales Response to AdvertisingOperations Research, 5
Journal of Management Sciences in China, 20
Amin Alirezaei (2014)
Coordination of pricing and co-op advertising models in supply chain: A game theoretic approachInternational Journal of Industrial Engineering Computations, 5
Huanwan Chen, Qing-nian Zhang, Jing Luo, Xiuxia Zhang, Guopeng Chen (2021)
Interruption Risk Assessment and Transmission of Fresh Cold Chain Network Based on a Fuzzy Bayesian NetworkDiscrete Dynamics in Nature and Society
S. Jørgensen, S. Taboubi, G. Zaccour (2002)
Retail promotions with negative brand image effects: Is cooperation possible?Eur. J. Oper. Res., 150
Xiong Xin-shen (2014)
Optimal advertising and retail pricing in a durable goods supply chainSystems Engineering - Theory & Practice
F. Lu, Jianxiong Zhang, Wansheng Tang (2019)
Wholesale price contract versus consignment contract in a supply chain considering dynamic advertisingInt. Trans. Oper. Res., 26
Lei Zhao, Jihua Zhang, Jinxing Xie (2016)
Impact of demand price elasticity on advantages of cooperative advertising in a two-tier supply chainInternational Journal of Production Research, 54
Xiong Zhong-kai (2010)
Differential game models of vertical cooperative advertising with multiple advertising mediaJournal of Management Sciences in China
Zhiying Tao, Qinglong Gou, Juzhi Zhang (2018)
A local seller's app channel strategy concerning deliveryInternational Journal of Production Research, 58
(2020)
Using big data in marketing and advertising: a case study
After receiving advertising messages, most consumers rarely purchase the advertised products at once, which results in a delay between advertising exposure and its effect. This paper is devoted to exploring the advertising decision and coordination issues for a supply chain system subject to advertising immediate and delayed effects.Design/methodology/approachBy applying the game theory, the differential game models with delay are constructed for the supply chain to examine the equilibrium advertising efforts, brand goodwill and the optimal profits under the different cooperation situations. A class of transfer payment contracts is designed to achieve the best outcome of the supply chain. Illustrative examples are given to demonstrate the effectiveness of addressed results and provide some managerial perspectives.FindingsIt can be found that the complete cooperation situation can stimulate the advertising investment, drive the product demand and improve the economic profit. Also, a class of transfer payment contracts is designed in this paper, such that the supply chain can perfectly realize the profit maximization, and each member can achieve the Pareto improvement.Research limitations/implicationsThis work does not address the random market environment, which can be filled in the future. Furthermore, this paper has been done in a single supply chain structure. It is an interesting future line of research when taking competitive behavior (e.g. competition among manufacturers, retailers or supply chains) into account.Practical implicationsThis study will help managers make advertising strategies, advise an optimal cooperation way and design the coordination contracts to ensure the economic development of the supply chain. These obtained conclusions may provide a valuable decision-support for marketing management.Originality/valueFor a supply chain, the most previous literature about dynamic advertising models focused on a single advertising effect-immediate effect. This work explores advertising strategy with double advertising effects and investigates the coordinating power of new transfer payment contracts.
Kybernetes – Emerald Publishing
Published: Jan 17, 2023
Keywords: Supply chain; Double effects; Differential game; Contract coordination
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.