A Differential Games Solution to a Logarithmic Advertising Model

Abstract

A logarithmic excess-advertising model of a duopoly is presented, and Nash optimal open-loop advertising strategies are determined. It turns out that if the two firms use different discount rates, then the optimal strategies will be exponentially decreasing. However, in this case the state equation has no nice solution and must be solved by numerical methods. When both firms use the same discount rate, then the state equation has a simple solution. This solution is also valid for the case where no discounting is performed. Furthermore, when no discounting is performed, the optimal strategies will be simple time-linear decreasing strategies. Finally, it is studied how the optimal strategies and trajectories depend on the parameters of the model.