Optimal advertising pulsation policy for a continuous model of advertising competition

TY - JOUR

T1 - Optimal advertising pulsation policy for a continuous model of advertising competition

AU - Mesak, Hani I.

AU - Zhang, Hongkai

N1 - It has been mainly demonstrated that under a concave or linear advertising response function, the focal firm's DP policy is superior to its Uniform Advertising Policy (UAP) counterpart (constant advertising spending over time), irrespective of the advertising pulsation policy employed by its rival.

PY - 2006/1/1

Y1 - 2006/1/1

UR - https://www.emeraldinsight.com/doi/full/10.1016/S0276-8976%2806%2912019-2

U2 - 10.1016/S0276-8976(06)12019-2

DO - 10.1016/S0276-8976(06)12019-2

M3 - Article

VL - 12

JO - Default journal

JF - Default journal

ER -