Determining Optimal Advertising Strategies: A Markov Decision Model Approach*

This study falls in the class of models in which advertising wearout and the differences between the learning and forgetting of advertisements are explicitly included. A discrete time Markov decision modeling approach is used to obtain optimal control limit policies, and an algorithm is provided to identify these policies. A control limit policy specifies whether or not to advertise in a specific time period on the basis of the level of awareness in that time period. Thus, the duration for which advertising is not done is determined endogenously, and the algorithm helps determine this duration for a given set of parameters. This is a particularly desirable feature, since advertising practitioners are interested in determining the optimal duration of advertising pulses. Computational experience suggests that the algorithm is very fast and easy to implement. Also, conditions on model parameters indicating the relative efficacy of pulsing versus uniform advertising are provided.     

Sociology after the postcolonial: Response to Julian Go's ‘thinking against empire’

Julian Go's ‘Thinking Against Empire’ identifies the corpus of ‘anticolonial thought’ as being instructive for a wider rethinking of how sociology might rally its key conceptualisations of social relations. He insightfully identifies the marginalisation of such thinking from Sociology as an institutionalised discipline. In our response we take up some of the warnings Go provides in the closing sections of his essay—which concern the expanse of intellectual engagement being currently bracketed under or connected to the ‘anti-colonial’, not least vis-à-vis the ‘decolonising/decolonial’ turn—to further unpack how the ‘anti-colonial’ might be adapted for thinking through contemporary socio-political dynamics. Offering, first, a precis of some particularities of British Sociology vis-a-vis the contributions of anticolonial social theory, this article then expands upon the dilemmas arising when anticolonial theory contemporaneous to the pre-decolonisation era is transposed to contingencies of the present 21^st century. Namely, whilst the anticolonial archive has proved invaluable to upending the omissions but also complicities of European social theory canons, allowing for a much more expansive sense of how the modern world and its violences were conjured and how we might accordingly escape its miseries, it is also clear that much of the postcolonial world has undergone sufficient shifts to warrant an adapted sense of how we consider the anti-colonial for our current politics. We suggest that the important deviations which anti-colonial theorisations might heed include the dangers of conflating the anticolonial with an affirmation of Global South, non-white nativist identity; the need to recognise some key conjunctural premises by which the anticolonial is no longer geographically indexed to a straightforward Global North-Global South distinction; and the need to acknowledge that, at its most radical, anticolonial thought is itself still invested in traversing both the dreams but also corruptions of those dreams as intrinsic to modernity.