You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
ADPULS: An Advertising Model with Wearout and Pulsation
Journal of Marketing Research
Vol. 19, No. 3 (Aug., 1982), pp. 352-363
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151569
Page Count: 12
You can always find the topics here!Topics: Advertising research, Financial budgets, Brands, Marketing, Budget constraints, Sponsored search, Advertising expenditures, Empirical evidence, Modeling, Sales strategies
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Although empirical evidence shows that advertising wears out over time and that advertising pulsation may be superior to a strategy of constant spending, current advertising models neither represent the wearout phenomenon nor consider pulsation as an optimal strategy. In this article, the wearout phenomenon is represented in a model which distinguishes between level stimuli and differential stimuli of advertising. The model is applied to several brands, and both advertising stimuli are found to be significant. A pulsation strategy is shown to be optimal under both an unconstrained and a constrained advertising budget.
Journal of Marketing Research © 1982 American Marketing Association