Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products

Vijay Mahajan and Eitan Muller
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Vijay Mahajan: Southern Methodist University
Eitan Muller: The Hebrew University of Jerusalem

Marketing Science, 1986, vol. 5, issue 2, 110-111

Abstract: We are indebted to John Little (Little, J. D. C. 1986. Comments. 107–108.) and Hugh Zielske (Zielske, H. A. 1986. Comments. 109.) for their valuable comments on our paper. Some of the comments merit further clarification and our response to these comments is provided below.

Date: 1986
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