Naik, Prasad A.; Mantrala, Murali K.; Sawyer, Alan G. - In: Marketing Science 17 (1998) 3, pp. 214-235
A key task of advertising media planners is to determine the best media schedule of advertising exposures for a certain budget. Conceptually, the planner could choose to do continuous advertising (i.e., schedule ad exposures evenly over all weeks) or follow a strategy of pulsing (i.e., advertise...