haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Hahn, M. Hyun, J-S. |
| Otsikko: | Advertising cost of interactions and the optimality of pulsing. |
| Lehti: | Management Science
1991 : FEB, VOL. 37:2, p. 157-169 |
| Asiasana: | ADVERTISING EXPENDITURE ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | Whether pulsing, other than cattering, can be optimal is an important concern to both advertising practitioners and marketing scientists. The effect of various types of costs on the optimal advertising policy is analyzed. The interaction of fixed and pulsing costs does make pulsing optimal under a reasonable condition. This result not only identifies an important factor that leads to the optimality of pulsing, but also generalizes the finding obtained by Sasieni. |
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