ON MODELING ADVERTISING PULSING DECISIONS
基于文献中的实证发现，用数学模型刻画了广告脉冲策略（APP）对销售的影响，并与均匀支出策略（UAP）对比，发现APP能显著节省广告预算或增加销售收入。
ABSTRACT Based on empirical findings in the literature, sales response to advertising pulsing policy (APP) is modeled mathematically. The implications for APP are discussed. This policy is compared with an alternative policy of uniform expenditures (UAP), a commonly used strategy. The results of the research indicate that substantial savings in advertising budget or an increase in sales revenues may be achieved for a firm using APP.