Pulsation in a competitive model of advertising-firm's cost interaction
Contradiction in the literature on how to allocate advertising budgets over time. Article offers a reconciliation mechanism for monopolistic and competitive markets. Concave advertising-firm cost functions interaction is studied. Derivation of rules promoting the superiority of advertising pulsation. Empirical assessment of the shape of the firm's cost function is presented.
marketing advertising pulsation game theory regression shape of firm's cost function