Sharif Digital Repository

Seasonal Products are a group of products with a limited life time. If seasonal products are not sold during a specified time, they have to be sold at a salvage price which is close to zero. Although one can find many studies in the literature regarding pricing of this type of products in order to maximize the profit, none of them have considered the simultaneous effect of both advertising and pricing. The objective of this paper is to introduce an integrated model of dynamic pricing and advertising for seasonal products. The advertisement is classified into two main categories; to advertise a specific type of product and to advertise the brand of the company. To obtain the mentioned goal,... 

This study frames optimal policies for determining price , warranty length and Advertisement rate when free replacement of defective items is the business policy and the demand is dependent on price, warranty, advertisement and cumulative sales for high-tech products which have functional aspects. We apply optimal control theory to a profit-maximization model that takes into consideration the expected warranty cost per item. The maximization of market values is based upon a pre-determined life cycle and spans across both expansion and saturation phases of the market. We further investigate the optimal policies for an exponential lifetime distribution, when the demand function is set by... 

As a strategically critical stage of new product development, launch process has attracted a lot of attention. A lot of study has been done about launch and its effect on product performance.The objective of this thesis is to gain more understanding about new product launch and the way it is executed. The aim is to create a process description of product launch; how the process begins and how different phases follow each other until the introduction of new product. The main research problem is how new product launch can be described as a marketing-focused process. Further, the research problem is answered through literature review and empirical case study research. The literature review... 

In the past few years, virtual advertisement replacement has become one of the most popular methods of advertising. Currently a few companies are applying this novel technique on highly-viewd soccer videos. In the atmosphere of rivalry for achieving a method of cheapest and least needed-equpiment between companies, this thesis is aimed at introducing an all software system based on multi-view soccer videos. The goal is to bring the best possible qualities given the challenges of this particular definition. This thesis provides a system to replace advertisement boards around soccer field which consists of detection, tracking and adjusting the advertisement. In detection the systems aligns the... 

Given the significance of providing any logical and empirical pieces of evidence to “support the assentation that a test measures the construct as defined and nothing else” (Ary et al., 2013, p. 248), numerous studies have been conducted to investigate construct validity, adopting various approaches. However, there are few studies employing the experimental approach to validation. The current study is aimed at obtaining statistically persuading evidence to answer the question regarding the adequacy of the experimental approach to construct validation, drawing upon the concept of advertising literacy as the construct of the researcher’s concern. To meet this end, the researcher, having... 

Taking into account the impact of advertising on the reference price, we propose an optimal pricing strategy for supply chains in competitive industries subject to reference price effect. Most of researches do not consider the competition among supply chains. An industry with two competing supply chains is considered. Each supply chain includes a manufacturer who sells his/her product via a retailer. There are two types of structures: integrated and decentralized (it is assumed that the relation in a chain is Manufacturer– Stackelberg). Each manufacturer offers wholesale price to his/her retailer anticipating the retailer’s order quantity. In addition, the retailers choose their retail... 

In recent years, Internet advertising has become increasingly customized to individual users. As advertising carry on refining its capacities, it is more likely to be seen as insightful and useful by everyone. Consumers, particularly Gen Y and older members of Gen Z, are becoming more accepting of relevant advertising as digital acquaintance. Consumers now welcome active advertising that responds and reflects social activity, location, and brand and product preferences in real-time. This ability to be agile within the consumer’s connected experience is an emerging revenue driver and will continue to grow as ad platforms and ad presentations become smarter. But more personalization results in...