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| Author: | Naik, P. Mantrala, M. Sawyer, A. |
| Title: | Planning media schedules in the presence of dynamic advertising quality |
| Journal: | Marketing Science
1998 : VOL. 17:3, p. 214-235 |
| Index terms: | MARKETING ADVERTISING QUALITY |
| Language: | eng |
| Abstract: | A key task of advertising media planners is to determine the best media schedule of advertising exposures for a certain budget. Conceptually, the planner could choose to do continuous advertising or follow a strategy of pulsing. Previous theoretical analyses have shown that continuous advertising is optimal for nearly all situations. However, pulsing schedules are very common in practice. This paper offers a model that shows pulsating strategies can generate greater total awareness than the continuous advertising when the effectiveness of advertisement varies over time. |
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