A Hybrid Approach to Modelling Advertising Effects - An Application to Optimal Lying in the Software Business

  • Jürgen Wöckl
  • Alfred Taudes


Considering different businesses there is wide range of marketing strategies the companies can focus on - related to the products and the structure of their business. In some businesses the products and their features are in the center of the consumers interest and the advertising claim is geared to the attributes forming a preferably attractive USP. Other products are mainly driven by pure advertising as the features of the product are hardly accessible and appraisable. Depending to the business and the product category the post-purchase satisfaction of the consumers depends either on the product image driven by pure advertising or purely on the mensureable product features or on both. So in many businesses the post-purchase satisfaction of the consumer is highly related to the gap between the pre-purchase advertising claim - which triggered the purchase - and the first-hand evaluation of the product features after the purchase. Here a big gap and the resulting high level of dissatisfaction additionally triggers a propagation of the gap under the circle of friends. Generally the aim of the companies is to optimize this gap due to advertising should trigger the purchase even if the product doesn’t exactly achieve the needs of the consumer but should avoid dissatisfaction due to the resulting negative recommendations.


Cellular Automaton Cellular Automaton Early Adopter Lattice Boltzmann Model Heterogeneous Case 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Yannis Bakos and Erik Brynjolfsson. Bundling information goods: Pricing, prof-its, and efficiency. Management Science, 45(12):1613–1630, Dec. 1999.Google Scholar
  2. 2.
    Christian Buchta and Josef Mazanec. SIMSEG/ACM A Simulation Environ-ment for Artificial Consumer Markets. Working Paper 79, SFB — Adaptive Modelling:, March 2001.Google Scholar
  3. 3.
    Michael Cusumano. The business of software. Free Press, New York, 2004.Google Scholar
  4. 4.
    Gustav Feichtinger, RichardF. Hartl, and Suresh P. Sethi. Dynamic opti-mal control models in advertising: Recent developments. Management Science, 40(2):195–226, Feb. 1994.Google Scholar
  5. 5.
    Zhaoli Guo, Chuguang Zheng, and T.S. Zhao. A lattice bgk scheme with general propagation. Journal of Scientific Computing, 16(4):569–585, December 2001.Google Scholar
  6. 6.
    MarkV. Lawson. Finite automata. CRC Press, 2004.Google Scholar
  7. 7.
    Arthur Mynett and Qiuwen Chen. Cellular automata in ecological and ecohy-draulics modelling. In Cellular Automata, 6th International Conference on Cel-lular Automata for Research and Industry, ACRI 2004, pages 502–512. Springer, 2004.Google Scholar
  8. 8.
    Ulrike Schuster and Jürgen Wöckl. Optimal Defensive Strategies under Varying Consumer Distributional Patterns and Market Maturity. Journal of Economics and Management, 1(2): 187–206, July 2005.Google Scholar
  9. 9.
    Carl Shapiro and Hal R. Varian. Information Rules: A Strategic Guide to the Network Economy. Harvard Business School Publishing, 1998.Google Scholar
  10. 10.
    Peter M.A. Sloot, Bastien Chopard, and Alfons G. Hoekstra, editors. Cellular Automata, 6th International Conference on Cellular Automata for Research and Industry, ACRI 2004. Springer, 2004.Google Scholar
  11. 11.
    S. Succi. The Lattice Boltzmann Equation for Fluid Dynamics and Beyond. Oxford University Press, 2001.Google Scholar
  12. 12.
    Jürgen Wöckl and Ulrike Schuster. Derivation of stationary optimal defensive strategies using a continuous market model. In AMS Annual Conference, pages 305–311, 2004.Google Scholar
  13. 13.
    Dieter A. Wolf-Gladrow. Lattice gas cellular automata and lattice Boltzmann models: an introduction. Springer, 2001.Google Scholar

Copyright information

© Springer 2007

Authors and Affiliations

  • Jürgen Wöckl
    • 1
  • Alfred Taudes
    • 1
  1. 1.Institute for Production ManagementVienna University of Economics and Business AdministrationViennaAustria, Europe

Personalised recommendations