TITLE:
On the Advertising of an Event: A Mathematical Approach
AUTHORS:
Rosa Ferrentino, Carmine Boniello
KEYWORDS:
Advertising, Event, Word of Mouth, Goodwill
JOURNAL NAME:
Applied Mathematics,
Vol.8 No.11,
November
28,
2017
ABSTRACT: The present contribution arises with the intent of providing a brief, and
therefore not exhaustive, theoretical accommodation of the problematics
related to the programming and the achievement of an event. In reality, the
aim of the paper is to develop optimal advertising policies for an event that
takes place at a given future instant of time (a sport game, a concert, a ballet
or a theatre performance) and to minimize the advertising costs concerning
the organization of the event. More precisely, the paper faces the problem of
how to diffuse over time the informations about a forthcoming event among
a population of potential participants and it takes into consideration, among
the main vehicles for the dissemination of information, the word-of-mouth
effect, a kind of advertising which is independent of the firm advertising
policy.