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ON MODELING ADVERTISING PULSING DECISIONS
Author(s) -
Mesak Hani I.
Publication year - 1985
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1985.tb01473.x
Subject(s) - revenue , advertising , empirical research , computer science , marketing , business , accounting , mathematics , statistics
Based on empirical findings in the literature, sales response to advertising pulsing policy (APP) is modeled mathematically. The implications for APP are discussed. This policy is compared with an alternative policy of uniform expenditures (UAP), a commonly used strategy. The results of the research indicate that substantial savings in advertising budget or an increase in sales revenues may be achieved for a firm using APP.