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- W1983709953 abstract "Empirical evidence indicates that a given moderate number of ads per year may achieve higher effect when concentrated in flights than when spread equally. In the control-theoretic literature a few approaches have been developed for which the optimal policy is a pulsing schedule. The present communication analyses a two-state diffusion advertising model for repeat purchasing. Recognizing the interaction between customers and potential buyers, the optimal advertising policy turns out to be a persistent periodic oscillation. This provides a further interesting example in marketing for the existence of a stable limit cycle." @default.
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- W1983709953 date "1994-10-01" @default.
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- W1983709953 title "Optimal pulsing in an advertising diffusion model" @default.
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- W1983709953 doi "https://doi.org/10.1002/oca.4660150405" @default.
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