Advertising Strategies: Learning Competence through Cooperative Game Playing
نویسندگان
چکیده
In this paper we consider the competition on the Internet between information providers to maximise their exposure to a relevant audience. Spammers and Search engine gamers adopt a selfish, noncooperative strategy where the goal is to bring the target site or product to the attention of as many people as possible, regardless of the consequences. In contrast, we describe a co-operative strategy where agents engage in ‘language games’ in order to learn and index the distributed topic competence of other agents. By participating in the game strategies, agents have a two-fold reward: their local topic competence is advertised to a relevant distributed audience and their own problem-solving capabilities are enhanced by allowing them to draw upon the competences of other agents. We describe how we are using this technique to produce a topic-centric view of the blogosphere and we discuss work we intend to pursue to improve the strategies available to our agents.
منابع مشابه
Pricing and Advertising Decisions in a Three-level Supply Chain with Nash, Stackelberg and Cooperative Games
Pricing and advertising are two important marketing strategies in the supply chain management which lead to customer demand’s increase and therefore higher profit for members of supply chains. This paper considers advertising, and pricing decisions simultaneously for a three-level supply chain with one supplier, one manufacturer and one retailer. The amount of market demand is influenced ...
متن کاملA mathematical model of the effect of subsidy transfer in cooperative advertising using differential game theory
This work deals with subsidy transfer from a manufacturer to a retailer through the distributor in cooperative advertising. While the retailer engages in local advertising, the manufacturer indirectly participates in retail advertising using advertising subsidy which is given to the distributor, who in turn transfers it to the retailer. The manufacturer is the Stackelberg game leader; the distr...
متن کاملStochastic cooperative advertising in a manufacturer–retailer decentralized supply channel
This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...
متن کاملA game theoretical approach for pricing in a two-level supply chain considering advertising and servicing
This paper considers the advertising, pricing, and service decisions simultaneously to coordinate the supply chain with a manufacturer and a retailer. The amount of market demand is influenced by advertising, pricing and service decisions. In this paper, three well-known approaches to the game theory, including the Nash, the Stackelberg-retailer, and the cooperative game are exploited to study ...
متن کاملCooperative Advertising and Pricing in a Supply Chain: A Bi-level Programming Approach
Nowadays, coordination between members in a supply chain has become very important and beneficial to channel members. Through cooperative advertising, manufacturers and retailers can jointly participate in promotional programs. This action not only reduces the cost of advertising, but also is important to create a link with local retailers in order to increase immediate sales at the retail leve...
متن کامل