Predicting Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test
AbstractGiven 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by INFORMS in its journal Marketing Science.
Volume (Year): 12 (1993)
Issue (Month): 1 ()
competitive strategies; competitive advertising; pulsing;
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- 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.
- 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.
- 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.
- 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.
- Nolan Miller & Amit Pazgal, 2007. "Advertising budgets in competitive environments," Quantitative Marketing and Economics, Springer, vol. 5(2), pages 131-161, June.
- Sofia Berto Villas-Boas & J. Miguel Villas-Boas, 2008.
"Learning, Forgetting, and Sales,"
INFORMS, vol. 54(11), pages 1951-1960, November.
- 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.
- Villas-Boas, Sofia B & Villas-Boas, Miguel, 2006. "Learning, Forgetting, and Sales," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt7td275hv, Department of Agricultural & Resource Economics, UC Berkeley.
- 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.
- 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.
- Gijsenberg, Maarten & van Heerde, Harald J. & Dekimpe, Marnik & Steenkamp, Jan-Benedict E.M. & Nijs, Vincent R., 2009. "Understanding the timing and magnitude of advertising spending patterns," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/229409, Katholieke Universiteit Leuven.
- Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics, Springer, vol. 4(1), pages 5-29, March.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc).
If references are entirely missing, you can add them using this form.