Recent developments in dynamic advertising research

► Erickson (1995), Feichtinger et al. (1994), and Sethi (1977) reviewed relevant models appearing before 1995. ► The interest in such problems has continued to grow since 1995. ► Such models include Nerlove-Arrow, Vidale-Wolfe, Lanchester, diffusion, and other differential models. ► We suggest potential research areas which have been overlooked by researchers.