Pricing and advertising play a key role in maximizing company's profit. Today, many commodities are considered as perishable goods that demand for these goods decreases with time and approaching their expiration date, and the customer's desire to buy new goods is increasing. By implementing a dynamic pricing strategy, the customer's desire for purchasing old goods increases and reduces losses and increases profits. With the advent of social media and virtual networks, corporate advertising has become much wider, and with regard to the flexibility of these tools, advertising strategies can be dynamically determined, which will increase profits as opposed to static advertising. Also, determining the optimal dynamic advertising policy along with pricing policies increases the company's profits in comparison with the situation in which these policies are independently implemented. In this research, it is intended to determinate the ordering policy, dynamic pricing strategy and advertising strategy for a single type of perishable product, which its demand is dependent on price, quality and product reputation. The demand function is considered as an additive function of sales price and quality of the product as well as the impact of advertising. The quality of the product is considered as a decreasing function, which indicates the remaining time to the expiration date of the product. Advertising is based on the Nerlo-Arrow model. In this model, by investing in advertising, the goodwill of the product increases, and increasing the goodwill of the product will increase demand. The necessary and sufficient conditions for simultaneous optimal advertising policies and dynamic pricing are determined based on the Pontryagin's maximum principle, and the optimal amounts of advertising and price are presented in terms of time functions. And also, with optimal prices and advertising, we determine the optimal amount of the replenishment cycle. At the end, by solving a numerical example, the method of finding an optimal strategy is shown.
