search query: @author Mesak, H. I. / total: 4
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| Author: | Mesak, H. I. Darrat, A. F. |
| Title: | On comparing alternative advertising policies of pulsation. |
| Journal: | Decision Sciences
1992 : MAY/JUN, VOL. 23:3, p. 541-564 |
| Index terms: | ADVERTISING MARKETING RESEARCH OPTIMIZATION |
| Language: | eng |
| Abstract: | Five alternative advertising policies that belong to the advertising pulsation class are compared analytically for linear and concave response functions using a modified version of the Vidale-Wolfe model. The Vidale-Wolfe model is estimated using the well-known Lydia Pinkham data. Optimality analysis shows that the company was overadvertising about half of the time studied. Overadvertising seems to have produced appreciable gain in sales and created significant barriers to competitive entry at a little cost in terms of foregone profits. |
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