Description

In this book we discuss about game theory models on cooperative advertising. National level manufacturers spend for advertising at a national level for a long term impact, while the wide spread retailers usually target customers at a local level by advertising purchasing through local media. In such a case, a manufacturer pays for some or all of the costs of local advertising, commonly referred as the participation rate. This book consists of several chapters concerned with manufacturer-retailer channel coordination in a scenario where the demand is dependent on the price and the advertising expenditures by the manufacturer and the retailer, the channel members. We present game theoretic models; a cooperative model and a non cooperative model in a Stackelberg game framework. For both the models, we derive analytic expressions for optimally determining the decision variables of whole sale and retail prices, the advertising expenditures by the channel partners and the participation rate. This book will be useful to researchers, mathematical model builders and practitioners to model the advertising budgets, participation rate and create simulation models for co-operative advertising.