S
Sugandha Aggarwal
Researcher at University of Delhi
Publications - 22
Citations - 86
Sugandha Aggarwal is an academic researcher from University of Delhi. The author has contributed to research in topics: Media planning & Market segmentation. The author has an hindex of 6, co-authored 21 publications receiving 69 citations. Previous affiliations of Sugandha Aggarwal include Amity University & Lal Bahadur Shastri Institute of Management.
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Journal ArticleDOI
Effect of repeat purchase and dynamic market size on diffusion of an innovative technological consumer product in a segmented market
TL;DR: In this article, the authors developed diffusion models for technological consumer products under the marketing environment when a product is marketed in a segmented market and observes two distinctive promotional strategies of mass and differentiated promotion.
Journal ArticleDOI
Optimal advertising on a two-dimensional web banner
Arshia Kaul,Sugandha Aggarwal,Anshu Gupta,Niraj Ramesh Dayama,Mohan Krishnamoorthy,P. C. Jha +5 more
TL;DR: An integer programming mathematical model is developed here to optimally place advertisements on a two-dimensional banner with the objective of maximizing revenue.
Journal ArticleDOI
Innovation Diffusion Model for a Product Incorporating Segment-specific Strategy and the Spectrum Effect of Promotion
TL;DR: In this article, two widely used techniques of promotion used in a heterogeneous market, segmented into homogeneous segments, namely, mass market promotion and differentiated market promotion, are discussed.
Multi-criteria media mix decision model for advertising multiple product with segment specific and mass media
TL;DR: A media planning model to allocate limited advertising budget among multiple products advertised in a segmented market and determine the number of advertisements to be given in different media is proposed.
Journal ArticleDOI
Multi-criteria media mix decision model for advertising a single product with segment specific and mass media
TL;DR: In this paper, the authors present a media planning model that assists a firm in determining the optimal media mix for a product advertised in a segmented market, where the objective is to maximize the reach of the product in the potential market by placement of the advertisements.