摘要：Many dynamic optimal control models for advertising make efforts to solve the problem of determining optimal advertising expenditures and other variables of interest over time for a firm or several competing firms,However,after analyzing the extant literature,one can find that few dynamic optimal advertising models available consider the problem within the product diffusion ***,the established models involving product diffusion are inspired by the Bass model,which has been out of *** paper poses a dynamic optimal advertising model for new products,which considers the product diffusion based on the relative newly developed generalized version of the Bass *** this paper,the optimal control model is used to derive the optimal advertising expenditure policy,which gives some implications to advertising practice.