Open AccessComments
Author(s) -
John D. C. Little
Publication year - 1986
Publication title -
marketing science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 5.938
H-Index - 127
eISSN - 1526-548X
pISSN - 0732-2399
DOI - 10.1287/mksc.5.2.107
Subject(s) - advertising , class (philosophy) , function (biology) , computer science , marketing , business , artificial intelligence , evolutionary biology , biology
Mahajan and Muller (Mahajan, V., E. Muller. 1986. Advertising pulsing policies for generating awareness for new products. 89–106.) have written a valuable paper that analyzes a particular class of advertising policies under the assumption of an S-shaped response function. As we shall discuss, their results highlight the need for new empirical research to answer crucial questions about what constitutes a pulse and the extent to which S-shaped responses exist.