advertising

Advertising is very important in the contemporary era, and among these, commercial advertising, especially after the widespread growth of communication technology and the production of new media, has a special place and as one of the marketing strategies has a tremendous impact on Consumers' behavior and how to choose them. Therefore, researchers in their research try to make it possible for organizations to benefit from this strategy. The purpose of this study is to monitor the effectiveness of Kerman Motor Company's advertising activities in the country during three years. The type of the present research is applied and the method of data collection is mixed (quantitative-qualitative). The statistical population of Kerman Motor Company customers is in three levels of the country, of which 640 people in the quantitative section and 30 people in the qualitative section. The conceptual model in this research is to measure the evaluation of Aida model ads. Information analysis methods also include qualitative and quantitative methods. Specifically, in this research, the technique of modeling structural equations with PLS approach (quantitative part) and open coding (qualitative part) has been used for data processing. The results of this study specifically show the importance of some variables such as the display of cars in public places and in the qualitative part, more practical methods for effective advertising have been identified that have no background in the research literature and are the innovation of this study.

Emphasizing the importance of competition and cooperation in supply chains caused a resurgence of game theory ‎as a tool for the analysis of interactions in a supply chain. The development of the business and the ‎complexity of retailing requires a change in the advertising approaches. Affiliate advertising is one of the ways that ‎manufacturers and distributors can jointly participate in advertising programs. Therefore, a variable is defined as ‎the participation rate, which is a percentage of local advertising costs that the producer agrees to pay. In this ‎research, we consider cooperation in advertising during two different advertising function models along with pricing ‎decisions, warranty period and quality level, in a two-level supply chain. Therefore, demand will be affected by ‎price, advertising, warranty period and quality level. Manufacturer and retailer can have cooperative advertising. ‎The theory of non-cooperative and cooperative games is the tool used to solve this problem. Due to the complexity ‎of the model, a meta-heuristic algorithm, the optics inspired optimization, which is a population-based search ‎algorithm, is used to solve the problem. In this research, it was observed that the sum of the profits claimed by both ‎parties in the non-cooperative game is smaller than the profit of the whole system in the cooperative game, and the ‎profit of each individual is also lower in the non-cooperative state than in the cooperative state. Therefore, ‎cooperation between two players increases their profits. Also, sensitivity analysis has been done on some ‎parameters, including parameters related to product quality.‎

Because members of a supply chain, such as manufacturers and retailers, are constantly interacting or competing with each other over time and in a repetitive process, modeling the supply chain structure in the form of dynamic games becomes more important and necessary. Increasing public access to cyberspace and, consequently, increasing online shopping and increasing the desire of manufacturers to communicate more closely with the consumer community has led to the creation of a new structure in the theoretical framework of the supply chain, called direct or online. By creating a direct sales department in a supply chain, retailers in customer acquisition and ultimately more profit consider themselves a competitor to the manufacturer. So far, in none of the models presented in the theoretical framework, competitive pricing and dynamic advertising in the two-part supply chain has been discussed; Therefore, the purpose of this study is to investigate the equilibrium behavior in the coffee”s  supply chain despite online sales, Also, the state variable in this study is the amount of credit that is obtained by global advertising of  manufacturer and this is one of the differences aspects between the present study and previous research. The results of the study of the model in the coffee industry supply chain include a higher equilibrium price of online sales of the product than the retail price. Also, the volume of producer's advertisements in the online section is more than the volume of local retail advertisements, and the volume of retail advertisements is more than the volume of nationwide manufacturer's advertisements. In this regard, the profit of the producer in the online sector is always more than the profit of the retailer in the traditional retail sector. Sensitivity analysis of equilibrium levels of optimal variables with respect to changes in game parameters also shows three incremental, decreasing and combined trends in changes in equilibrium levels with respect to increasing the value of model parameters.

In the new competitive world, companies use several types of tools and strategies to differentiate their products from competitors' products, one of which is promotional. Companies spend a large amount of their promotional budget on advertising. To increase the effectiveness of advertising budgeting, media planning must be properly developed and the manner allocation advertising be determined over a company's programming horizon. This paper investigates advertising media planning and budgeting for several products. Important aspects including life cycle stage, BCG matrix class, price, competitors' reaction, and budget constraint are considered in our model given uncertainty and with the aim of maximizing profits at the end of the time horizon. This problem is formulated as a stochastic dynamic program and Approximate Dynamic Programming (ADP) algorithm is utilized to overcome the huge dimensionality. The mentioned problem is subject to considerable uncertainties. Approximate Dynamic Planning (ADP) is a powerful technique for solving discrete time problems under multistage stochastic control processes. A numerical example was carried out on two products over the course of one year (12 monthly periods) with five different advertising packages. The results showed that 5 million iterations would be suitable for converging. Remaining budget analysis shows the percentage of selecting offensive packages in higher budgets for Product 2 and selection of such packages in the medium term for Product 1.The process of the life cycle shows that Product 1 does not most likely complete its life stages, while Product 2 completes its life cycle stages. Moreover, the BCG matrix confirms the results and Product 2 is in the final stages of dogs, while Product 1 is more likely in Cash Cows. Also, the total budget was examined in different quantities, which showed that as the amount of the budget increased, the target amount increased slowly. The presented model offers the opportunity to managers by which they are able to compare different media for making advertising decisions on various products in an uncertain environment with different budgets.

This article has developed a three-level (single supplier-single distributor-single customer) inventory model with defective products in which the supplier delivers the distributor’s ordering quantity and the distributor inspects the finished products. In this inventory model in which order includes some imperfect products, it is assume that (a) Inspectors make mistakes during the inspection process. (b) Two-level credit payment is considered to the customers, in which customers are first divided into new and old categories. Accordingly, trade credit is assigned fully to old customers and partially to new customers. (c) New customers are also divided into well-accounted and bad accounted customers in which bad accounted customers are those who refuse to pay the price of purchased finished products after ending the credit payment period. (d) Demand is dependent on number of advertisements. In this research, five sub-case problems have been investigated based on the trade credit relation of supplier and distributor and for each case, the optimal number of promotional efforts and optimal length of the order cycle have been determined. In addition, the proposed model has numerically compared with the basic model and then solved with actual case study data. The results of sensitivity analysis of this real data set showed that the effect of the percentage of imperfect products and type one inspection error have a significant impact on the total profit function. Eventually, based on these results, managerial insights and some implications for future contributions are outlined.

Advertising is a form of marketing efforts to promote using a product or service. Researches show that in 2015 an estimate of US$529.43 billion was spent on advertising in the world. In addition, pricing, as the part of the business's marketing plan, is the process of setting the price at which customers buy products and services. In the pricing, manufacturers consider the price at which it could acquire the goods, the market place, the manufacturing cost, competition, brand, market condition, and quality of product. Therefore, advertising and pricing are two strategic important decisions for manufactures. In the current paper, three products including one main product and two substitute products where each substitute product is the complementary product for the main product are considered. In this paper, for the first time, the problem of determining the advertising level of the main product as well as determining the pricing of the two substitute products is addressed. It is assumed that the price of the main product is constant and specified. The solution of the mentioned problem is obtained based on the Stackelberg game in which the manufacturer of the main product is the leader and the two manufacturers of the complementary products are the follower. The equilibrium solutions for the mentioned structure are obtained. Also, some sensitivity analysis of the important parameters is done and presented. The results show that the market base has no effect on the main product advertising effort. Also, the result shows that the self-price has the negative effect on the advertising effort but the cross-price has the positive effect on the advertising effort. In addition to, the results show that the main product price has the positive effect on the advertising effort that means if the main product price increases the equilibrium advertising effort will be increases.

Different variables effect on customer decision in product selection. The most important factor are price and service provided by the manufacturer to the customer. Advertising is one of the effective factors in the selection and purchase of goods is usually done by the manufacturer to increase goodwill of manufacturer brand. Therefore in this research we use centralized game approach to find optimal price, service level & advertising level in a dual channel supply chain simultaneously. Chain used in this study included a manufacturer and a retailer in which the manufacturer sells its products through retailer and through direct channel. Demand function used in this paper provide review possibility of three elements of price, service and advertising on customer demand seamlessly at the same time. Conduct examined in this paper, is cooperative behavior. Therefore, after modeling the problem is solved by centralized approach. After numerical examples, sensitivity analysis performed in this study provide the effect of important parameters on decisions players particularly price sensitivity factor. The issue examined in this study had a variety of practical applications for example can be cited its use in airlines, manufacturing sets and retailers to determine prices, service and advertising.

Emphasizing the importance of competition and cooperation in supply chains has caused the resurgence of the game theory as a useful tool for the analysis of interactions of the members within a supply chain. Any member of a supply chain can have its own promotion and advertising programs. However, an interactive relationship (i.e. win-win) occurs when any member of the chain is able to convince to its partner to cover a portion of the cost of advertising. This action is named as vertical cooperative advertising also known as co-op advertising.
Generally speaking, there are two types of advertising in the relation manufacturer-retailer which are the global and local advertising.
Manufacturer is responsible of the global advertising which his purpose is to create a brand image with a nationwide' scope. On the other hand, the retailer has under its hands the local advertising that treats on promotion and prices in order to stimulate the consumer demand. In the co-op advertising the costs for locally placing advertising among a retailer or wholesaler and a manufacturer are shared by all members of the chain.
Coordination of pricing and marketing policies is one of the main problems in business. An economical way to achieve marketing objectives is cooperation advertising. So the manufacturer undertakes a percentage of the advertisingcosts of retailer. On the other hand, market noise effects are effective in achieving these goals. Using game theory, we consider four strategies including Nash game, Stackelberg-manufacturer, Stackelberg-retailer and cooperative game to optimize the cooperative advertising and pricing problem where market noise effect is considered. In this regard, to obtain optimal values, in each case the convexities of objective functions are proved and a numerical example is presented for each state. Then sensitivity analyses are presented to assess changes and their impact on the decision variables. It is observed that although the noise effects of the market will increase advertising costs, but increase the profits of the chain members, and the entire system.

In the recent years, several researches have dealt with vertical cooperative advertising in a manufacturerretailer supply chain which is named cooperative advertising. This type of collaboration can be dened as a nancial agreement between the members of the chain, under which the producer suggests to the retailer to bear either a certain part or all of advertising costs of the retailer. The researches in cooperative advertising topic are divided into two main topics. The researches belonging to the rst section are focused solely on advertising. But, the second group is those who not only have focused on advertising, but also have included other decision variables, such as pricing. Producers can decrease the advertising cost of their retailers by paying o a fraction of those costs within the framework of a vertical cooperative advertising plan. Cooperative advertising is a coordinated eort by all members in a distribution channel to increase the overall prots under increasing customer demand. In each distribution channel, the upstream member can be a producer promoting its product via the national level advertising to enhance its brand equity. On the other hand, down-stream members, who can be retailers, can increase the demands under local advertising. So, cooperation in advertisement is an economic way to achieve marketing goals through which manufacturers can reduce the retailers' advertising costs by paying a fraction of that. In this research, pricing and advertising decisions in a supply chain, including single manufacturer and single retailer, are simultaneously studied. Using game theory, four dierent strategies between members are considered. Firstly, three noncooperative games with symmetric power in Nash and with asymmetric power in Stackelberg games, in which each member can be a leader and the other one is a follower, are investigated. Then, a cooperative game where each member intends to maximize his prot is studied. The concavity of each prot function is proved, and for each case, numerical example and sensitivity analysis are performed.