Sales advertising response models

This paper surveys some dynamic models in the field of advertising. After a brief introduction to the differential game theory some safes-advertising response models are described. These models are organized under five headings: Vidale-Wolfe generalizations, Lanchester-type models, Leitmann models, Excess advertising models and Combined models. This up-to date review of the existing literature in this field compares specification of models, analyzed optimal strategies and obtained results.