Marketing Science 1986
Advertising Pulsing Policies for Generating Awareness for New Products
Abstract
The question of whether a pulsed advertising policy is superior to an even policy (constant spending over time) is of practical relevance to both advertising practitioners and model builders. This paper presents an analytical model that can be used to analyze the impact of the various pulsing and even policies on awareness. In addition to establishing the relationships between the various advertising policies analytically, an application of the proposed model to the actual Zielske's data is included.
- DOI
- 10.1287/mksc.5.2.89
- Sources
- openalex