Abstract
Advertising is a type of communication that can be used to encourage, persuade, or manipulate an audience to continue or take some new action. The most common application is to drive consumer behavior with respect to products or services. However, political and ideological advertising has been increasing in the last decades. Different models has been proposed to investigate dynamic advertising problems in business and economics fields. Since the effect of advertising is not instantaneous we present a fractional order model to explain and understand advertising with two components: awareness and trial advertising. In the fractional model the next state depends not only upon its current state but also upon all of its previous states. In order to deal with the fractional derivatives of the model we rely on the Caputo operator and use a predictor-corrector method to numerically approximate the fractional derivatives.
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The authors are grateful to the anonymous reviewers of this journal for providing us with very helpful comments that helped us improve the clarity and the quality of the paper.
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Chen-Charpentier, B., González-Parra, G. & Arenas, A.J. Fractional Order Financial Models for Awareness and Trial Advertising Decisions. Comput Econ 48, 555–568 (2016). https://doi.org/10.1007/s10614-015-9546-z
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DOI: https://doi.org/10.1007/s10614-015-9546-z