On optimum advertising pulsing decisions in a non-stationary market

Using empirical findings available in the literature, sales behavior in response to advertising pulsing policy has been modeled mathematically in a non-stationary market. The paper discusses in detail optimum advertising pulsing policy.This policy has been compared with an alternative policy commonly used in practice. The results of the research indicate the possibility of achieving substantial savings in the advertising budget and/or increase in sales revenues of a firm when implementing advertising pulsing policy.