TITLE

OPTIMAL ADVERTISING STRATEGIES

AUTHOR(S)
Sasieni, Maurice W.
PUB. DATE
September 1989
SOURCE
Marketing Science;Fall89, Vol. 8 Issue 4, p358
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper considers advertising policies for a very general class of response functions. It is shown that if a pulsing policy is used, awareness (or sales) eventually settle down to a steady cycle and the average response over the cycle is a decreasing function of the length of the cycle. When response shows increasing returns to scale, it is possible (in theory) to use a device called chattering to replace the true response by a straight line which lies above the true response in the region in which chattering is used.
ACCESSION #
4471727

 

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