We model the contest among full-service advertising agencies as a score auction. The score auction allows the advertiser to select the agency that offers the best combination of creative quality and media cost, and to determine the contract price. To participate in the contest, each agency needs...

The question as to the optimality of advertising pulsing has attracted many researchers since first posed by Vidale and Wolfe (1957). In this paper we specify a market share model in which there are two advertising setting firms as well as a no purchase state. The framework is one of a first...

The question as to the optimality of advertising pulsing has attracted many researchers over the last half-century. In this paper we specify a market share model in which there are two advertising-setting firms as well as a no-purchase option. The framework is that of a first-order Markov...