The question as to the optimality of advertising pulsing has attracted many researchers over the last half-century. In … pulsing. The frequency of the advertising pulse is shown to depend on the magnitude of the market share retention rate (state … remain the same when the frequency of pulsing changes. Finally, we show that it is optimal for both firms to advertise in …

pulsing--while keeping total brand exposure constant--decreases commercial avoidance significantly. Both numerical simulations … pulsing to ward off commercial avoidance. Implications for advertising management and theory are addressed. …

scheduling through time. In many industries we observe advertising “pulsing”, whereby firms systematically switch advertising on … positive advertising. Previous research has rationalized pulsing through two features of the sale response function: an S … game generating observed advertising levels. Rather, we wish to verify whether the use of pulsing (on and off) can be …

weeks) or follow a strategy of pulsing (i.e., advertise in some weeks of the year and not at other times). Previous … theoretical analyses have shown that continuous advertising is optimal for nearly all situations. However, pulsing schedules are … very common in practice. Either the practice of pulsing is inappropriate or extant models have not adequately …

advertising literature since 1977, such as quality as an additional marketing instrument, cumulative sales models, pulsing …