{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,12]],"date-time":"2026-05-12T20:35:44Z","timestamp":1778618144119,"version":"3.51.4"},"reference-count":47,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2021,10,14]],"date-time":"2021-10-14T00:00:00Z","timestamp":1634169600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["K"],"published-print":{"date-parts":[[2023,1,17]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>After receiving advertising messages, most consumers rarely purchase the advertised products at once, which results in a delay between advertising exposure and its effect. This paper is devoted to exploring the advertising decision and coordination issues for a supply chain system subject to advertising immediate and delayed effects.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>By applying the game theory, the differential game models with delay are constructed for the supply chain to examine the equilibrium advertising efforts, brand goodwill and the optimal profits under the different cooperation situations. A class of transfer payment contracts is designed to achieve the best outcome of the supply chain. Illustrative examples are given to demonstrate the effectiveness of addressed results and provide some managerial perspectives.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>It can be found that the complete cooperation situation can stimulate the advertising investment, drive the product demand and improve the economic profit. Also, a class of transfer payment contracts is designed in this paper, such that the supply chain can perfectly realize the profit maximization, and each member can achieve the Pareto improvement.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>This work does not address the random market environment, which can be filled in the future. Furthermore, this paper has been done in a single supply chain structure. It is an interesting future line of research when taking competitive behavior (e.g. competition among manufacturers, retailers or supply chains) into account.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>This study will help managers make advertising strategies, advise an optimal cooperation way and design the coordination contracts to ensure the economic development of the supply chain. These obtained conclusions may provide a valuable decision-support for marketing management.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>For a supply chain, the most previous literature about dynamic advertising models focused on a single advertising effect-immediate effect. This work explores advertising strategy with double advertising effects and investigates the coordinating power of new transfer payment contracts.<\/jats:p><\/jats:sec>","DOI":"10.1108\/k-03-2021-0185","type":"journal-article","created":{"date-parts":[[2021,10,14]],"date-time":"2021-10-14T23:00:30Z","timestamp":1634252430000},"page":"235-261","source":"Crossref","is-referenced-by-count":10,"title":["Advertising strategy and contract coordination for a supply chain system: immediate and delayed effects"],"prefix":"10.1108","volume":"52","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6639-0070","authenticated-orcid":false,"given":"Hui","family":"Yu","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Wei","family":"Yang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Na","family":"Xu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yang","family":"Du","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,10,14]]},"reference":[{"issue":"1","key":"key2023011411323620900_ref001","doi-asserted-by":"crossref","first-page":"156","DOI":"10.1287\/opre.1100.0863","article-title":"Supply chain competition with multiple manufacturers and retailers","volume":"59","year":"2011","journal-title":"Operations Research"},{"issue":"1","key":"key2023011411323620900_ref002","first-page":"23","article-title":"Coordination of pricing and co-op advertising models in supply chain: a game theoretic approach","volume":"5","year":"2014","journal-title":"International Journal of Industrial Engineering Computations"},{"issue":"4","key":"key2023011411323620900_ref003","doi-asserted-by":"crossref","first-page":"85","DOI":"10.2753\/JOA0091-3367370407","article-title":"Creativity and memory effects: recall, recognition, and an exploration of nontraditional media","volume":"37","year":"2008","journal-title":"Journal of Advertising"},{"issue":"5","key":"key2023011411323620900_ref004","doi-asserted-by":"crossref","first-page":"623","DOI":"10.1007\/s10958-011-0208-y","article-title":"Pontryagin's maximum principle of optimal control problems with time-delay","volume":"172","year":"2011","journal-title":"Journal of Mathematical Sciences"},{"issue":"8","key":"key2023011411323620900_ref005","first-page":"2253","article-title":"Cooperative advertising strategy in dual-channel supply chain with lagged effect","volume":"26","year":"2020","journal-title":"Computer Integrated Manufacturing Systems"},{"issue":"5","key":"key2023011411323620900_ref006","first-page":"1363","article-title":"Cooperative advertising strategy of supply chain with online retailer's discount","volume":"22","year":"2016","journal-title":"Computer Integrated Manufacturing Systems"},{"issue":"9","key":"key2023011411323620900_ref007","first-page":"25","article-title":"Dynamic cooperative advertising strategies in a supply chain with lagged effect","volume":"20","year":"2017","journal-title":"Journal of Management Sciences in China"},{"issue":"11","key":"key2023011411323620900_ref008","doi-asserted-by":"crossref","first-page":"2683","DOI":"10.1108\/K-09-2019-0625","article-title":"Information sharing in a green supply chain with promotional effort","volume":"49","year":"2020","journal-title":"Kybernetes"},{"issue":"4","key":"key2023011411323620900_ref009","doi-asserted-by":"crossref","first-page":"527","DOI":"10.2501\/S0265048710201336","article-title":"Immediate and delayed advertising effects of celebrity endorsers attractiveness and expertise","volume":"29","year":"2010","journal-title":"International Journal of Advertising"},{"issue":"6","key":"key2023011411323620900_ref010","doi-asserted-by":"crossref","first-page":"3117","DOI":"10.1111\/itor.12962","article-title":"A dynamic supply chain game with vertical coordination and horizontal competition","volume":"28","year":"2021","journal-title":"International Transactions in Operational Research"},{"issue":"2","key":"key2023011411323620900_ref011","doi-asserted-by":"crossref","first-page":"465","DOI":"10.1016\/j.ejor.2018.06.031","article-title":"Vendor Management Inventory with consignment contracts and the benefits of cooperative advertising","volume":"272","year":"2019","journal-title":"European Journal of Operational Research"},{"issue":"6","key":"key2023011411323620900_ref012","first-page":"7561","article-title":"Application of artificial intelligence in advertising & public relations and emerging ethical issues in the ecosystem","volume":"29","year":"2020","journal-title":"International Journal of Advanced Science and Technology"},{"key":"key2023011411323620900_ref013","doi-asserted-by":"crossref","unstructured":"Gozzi, F. and Marinelli, C. 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