Pulsing in a Discrete Model of Advertising Competition
研究了企业在竞争对手采用均匀或脉冲广告时，自身采用脉冲策略的效果，发现脉冲策略优于均匀策略，且当广告响应为线性或凸函数时，企业应在对手低广告时高广告、对手高广告时低广告。
To investigate the effects of pulsing for a firm responding to its competitor's even or pulsed advertising, the authors use a discrete version of the Lanchester model. They show that pulsing can be superior to the even strategy even if the change in market shares is a concave function of advertising. Also, if the advertising response is linear or convex, (1) pulsing is superior to the even strategy and (2) it is more beneficial for the firm to advertise at the high (low) level when its rival advertises at the low (high) level if the firm has stronger brand power, greater net pulsing effect, or a more convex advertising response than its rival firm.