Advertising strategy: a game theory approach
Анотація
Determining just when and where to place ads in today’s modern, highly competitive landscape in order to maximize impact and return on investment poses a difficult choice for companies. As audiences have continued to fragment across multiple platforms and time slots, how media advertising is placed has become increasingly critical amidst such intense competition for attention [1]. This paper aims to explore how game theory can provide insight into the rival firms’ strategic dynamics of advertisement timing and arrive at an optimal decision in this respect.
Посилання
Mastering Meta: A Comprehensive Guide to Best Practices in Advertising for Beginners. PB&J Promotions LLC. 2023. URL: https://pbjmarketing.com/blog/mastering-meta-acomprehensive-guide-to-best-practices-in-advertising-for-beginners
Dominici G. Game theory as a marketing tool: uses and limitations. Elixir Marketing. Vol. 36 P. 3524–3528. URL: https://www.academia.edu/1084466/Game_theory_as_a_marketing_ tool_uses_and_limitations
