Dubé, Jean-Pierre; Hitsch, Günter; Manchanda, Puneet - In: Quantitative Marketing and Economics 3 (2005) 2, pp. 107-144
This paper develops a model of dynamic advertising competition, and applies it to the problem of optimal advertising scheduling through time. In many industries we observe advertising “pulsing”, whereby firms systematically switch advertising on and off at a high-frequency. Hence, we observe...