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Predicting Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test

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Author Info

  • J. Miguel Villas-Boas

    (University of California, Berkeley)

Abstract

Given that firms pulse in advertising, should firms pulse in or out of phase? It is shown that out of phase maximizes the oligopoly profits and is also the Markov perfect equilibrium of the infinite horizon game. The basic intuition for this result comes from the following fact: it is more profitable to increase consideration when the competitor's consideration is lower. Evidence from several product categories seems to support this theoretical result.

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File URL: http://dx.doi.org/10.1287/mksc.12.1.88
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Bibliographic Info

Article provided by INFORMS in its journal Marketing Science.

Volume (Year): 12 (1993)
Issue (Month): 1 ()
Pages: 88-102

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Handle: RePEc:inm:ormksc:v:12:y:1993:i:1:p:88-102

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Related research

Keywords: competitive strategies; competitive advertising; pulsing;

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Cited by:
  1. Ignatius Horstmann & Sridhar Moorthy, 2003. "Advertising Spending and Quality for Services: The Role of Capacity," Quantitative Marketing and Economics, Springer, vol. 1(3), pages 337-365, September.
  2. Bart Bronnenberg, 2008. "Brand competition in CPG industries: Sustaining large local advantages with little product differentiation," Quantitative Marketing and Economics, Springer, vol. 6(1), pages 79-107, March.
  3. Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics, Springer, vol. 4(1), pages 5-29, March.
  4. Mesak, Hani I., 1999. "On the generalizability of advertising pulsation monopoly results to an oligopoly," European Journal of Operational Research, Elsevier, vol. 117(3), pages 429-449, September.
  5. Villas-Boas, Sofia B. & Villas-Boas, J. Miguel, 2006. "Learning, forgetting, and sales," CUDARE Working Paper Series 1020, University of California at Berkeley, Department of Agricultural and Resource Economics and Policy.
  6. Mesak, Hani I. & Ellis, T. Selwyn, 2009. "On the superiority of pulsing under a concave advertising market potential function," European Journal of Operational Research, Elsevier, vol. 194(2), pages 608-627, April.
  7. Nolan Miller & Amit Pazgal, 2007. "Advertising budgets in competitive environments," Quantitative Marketing and Economics, Springer, vol. 5(2), pages 131-161, June.
  8. Dubois, Pierre & Griffith, Rachel & O'Connell, Martin, 2014. "The Effects of Banning Advertising on Demand, Supply and Welfare: Structural Estimation on a Junk Food Market," TSE Working Papers 14-485, Toulouse School of Economics (TSE).
  9. Jean-Pierre Dubé & K. Sudhir & Andrew Ching & Gregory Crawford & Michaela Draganska & Jeremy Fox & Wesley Hartmann & Günter Hitsch & V. Viard & Miguel Villas-Boas & Naufel Vilcassim, 2005. "Recent Advances in Structural Econometric Modeling: Dynamics, Product Positioning and Entry," Marketing Letters, Springer, vol. 16(3), pages 209-224, December.
  10. Alex Coram, 2008. "The dynamics of resource spending in a competition between political parties: general notes on the Red Queen effect," UMASS Amherst Economics Working Papers 2008-01, University of Massachusetts Amherst, Department of Economics.
  11. Jean-Pierre Dubé & Günter Hitsch & Puneet Manchanda, 2005. "An Empirical Model of Advertising Dynamics," Quantitative Marketing and Economics, Springer, vol. 3(2), pages 107-144, June.

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