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ADPULS: An Advertising Model with Wearout and Pulsation.
- Source :
- Journal of Marketing Research (JMR); Aug1982, Vol. 19 Issue 3, p352-363, 12p, 9 Charts, 3 Graphs
- Publication Year :
- 1982
-
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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 19
- Issue :
- 3
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 5006335
- Full Text :
- https://doi.org/10.2307/3151569