Advertising Pulsing Policies for Generating Awareness for New Products

Vijay Mahajan and Eitan Muller
Additional contact information
Vijay Mahajan: Southern Methodist University
Eitan Muller: Hebrew University of Jerusalem

Marketing Science, 1986, vol. 5, issue 2, 89-106

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.

Keywords: awareness forecasting; advertising policies; pulsing (search for similar items in EconPapers)
Date: 1986
References: Add references at CitEc
Citations: View citations in EconPapers (72)

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.5.2.89 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:5:y:1986:i:2:p:89-106

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().