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- W2326714046 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." @default.
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- W2326714046 date "1982-08-01" @default.
- W2326714046 modified "2023-10-14" @default.
- W2326714046 title "ADPULS: An Advertising Model with Wearout and Pulsation" @default.
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- W2326714046 doi "https://doi.org/10.1177/002224378201900308" @default.
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