In this paper, a selected survey of advertising differential games models is proposed. Using sales dynamics models in continuous time, we analyze competitive advertising strategies in the duopoly context. First, advertising strategies derived from excess advertising model, Vidale-Wolfe model and Lanchester model are studied. Then, extensions obtained from combinations of these models are exposed. This survey emphasizes how differential games models are potentially useful to formulate optimal strategies in advertising competition.
EL OUARDIGHI, F. (2003). Dynamique des ventes et stratégies publicitaires concurrentielles. Dans: Savoir gérer. Mélanges en l’honneur de Jean-Claude Tarondeau. 1st ed. Vuibert, pp. 151-168.