@article{64bd84eb415e45948b31ad3d064ab6d4,
title = "An Aggregate Advertising Pulsing Model with Wearout Effects",
author = "Mesak, \{Hani I.\}",
note = "This paper, guided by empirical findings in the literature, develops an advertising pulsing model for established frequently purchased products under the presence of advertising wearout effects. Using such a model, the superiority of Advertising Pulsing Policy over an equivalent Uniform Advertising Policy is explored analytically for both S-shaped and concave advertising response functions in relation to initial sales and the employed discount rate.",
year = "1992",
month = aug,
day = "1",
doi = "10.1287/mksc.11.3.310",
language = "American English",
volume = "11",
journal = "Marketing Science",
number = "3",
}