Mesak, Hani I.
June 1992
Marketing Science;Summer92, Vol. 11 Issue 3, p310
Academic Journal
This paper, guided by empirical findings in the literature, develops an advertising pulsing model for established frequently purchased products under the presence of advertising wearout effects. Using such a model, the superiority of Advertising Pulsing Policy over an equivalent Uniform Advertising Policy is explored analytically for both S-shaped and concave advertising response functions in relation to initial sales and the employed discount rate. The basic results of the research, summarized in four propositions, indicate that under the presence of advertising wearout and for both S-shaped and concave advertising response functions that: --Pulsing is superior to the even policy for a zero discount rate. --For all positive values of the discount rate, pulsing is superior to the even policy provided that initial sales are close enough to the equilibrium sales of the even policy. --If initial sales are much different from the equilibrium sales of the even policy, pulsing would be superior for small values of the discount rate whereas the even policy would be superior for large values of the discount rate.


Related Articles

  • On the Econometric Measurement of the Duration of Advertising Effect on Sales. Weinberg, Charles B.; Weiss, Doyle L. // Journal of Marketing Research (JMR);Nov82, Vol. 19 Issue 4, p585 

    The authors analyze the impact of data collection period on the coefficient of the lagged dependent variable in 69 econometric studies of the sales-advertising relationship. The null hypothesis that the coefficient is independent of data collection period is not rejected. Reasons for this result...

  • NEW CAMPAIGNS UK.  // Campaign;7/6/2007, Issue 27, p22 

    The article features several advertising campaigns in Great Britain. They include the Indesit Moon advertisement, which promote the launching of the Indesit Moon washing machine, the "There's nowhere to hide" advertisement which informs TV Licensing is closing in on license evaders, and the wind...

  • PRIVATE VIEW CREATIVE. Shearer, Paul // Campaign;7/6/2007, Issue 27, p26 

    The article relates the author's view about the latest advertisements in Great Britain. The author first mentions the advertisement for Starburst Choozers, which features a young child using an old visual-perspective trick to manipulate innocent people in a park. The next advertisement is the...

  • PRIVATE VIEW WRITER. Burke, Paul // Campaign;7/6/2007, Issue 27, p27 

    The article relates the author's view regarding the latest idea for advertisements in Great Britain. The author first mentions the advertisement for Vodafone, which presents bits of old clocks rain down from sky to symbolize how a mobile Internet will give more time. The next advertisement is...

  • Simplicity Originality Relevance. Cockerell, Barney // Precision Marketing;8/24/2007, Vol. 19 Issue 20, p17 

    The article features several advertising presentations from various advertising agencies in Great Britain. An animated direct response television (DRTV) marketing advertisement for an offset mortgage is presented. An advertisement which demonstrates how Oracle's security solutions prevent...

  • Cure sought for Brochure Distress Syndrome. Bernstein, Amy // Marketing News;12/18/89, Vol. 23 Issue 26, p9 

    The article focuses on the quality of brochures as marketing tool. Brochures has become an unimaginative sales tools for marketers. Its effectiveness as a marketing tool is even being questioned by clients. Brochures which contain cliche-ridden and empty hyperbole tend to reflect the bad...

  • ALTERNATIVE MEDIA. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p9 

    The article presents an encyclopedia entry for alternative media. Some of the traditional advertising media are categorized including television, radio, magazines, newspapers and billboards. However, alternative media can also be used to deliver advertising messages including leaflets,...

  • SELLING TROUBLE.  // NZ Marketing Magazine;Sep/Oct2009, p52 

    The article offers points to remember when advertising sales. The author suggests that one should not proclaim a sale if the selling price is also the sale price. It is recommended to avoid using the term sale when one decides to keep selling at the same price after the sale. The author shares...

  • Effects of Targeted Sales Messages On Subscription Sales and Retention. Gamst, Glenn; Alldridge, Tim; Bush, Steve // Journalism Quarterly;Summer/Autumn87, Vol. 64 Issue 2, p463 

    Examines the effects of targeted sales messages on enhancing sales and retention in the U.S. Impact of the coincidence of a household's lifestyle on newspaper subscription order production; Maximization of subscription order retention for households in which the sales message and the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics