ABSTRACT
In this chapter, the authors examine and discuss well-established advertising and marketing models. As such, the chapter begins with a discussion of three popular and fundamental models from marketing: the Vidale-Wolfe model, the Bass model, and the Sethi model. The Vidale-Wolfe model is one of the first advertising models for continuous-time systems and is given by where S is the sales for a brand and M is the size of the market. Conceptually, the marketing models presented can be generalized to account for any form of information spread. After all, advertising and marketing is essentially targeted spread of awareness of a service or product. Liberal voters in the same economic class and city, for example, will respond fairly predictably to certain events or policies. Control over that group can be exercised with the right social campaigns, memes, or speeches.
