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ADPULS: An Advertising Model with Wearout and Pulsation

Hermann Simon
Journal of Marketing Research
Vol. 19, No. 3 (Aug., 1982), pp. 352-363
DOI: 10.2307/3151569
Stable URL: http://www.jstor.org/stable/3151569
Page Count: 12
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ADPULS: An Advertising Model with Wearout and Pulsation
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Abstract

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.

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