Among marketing practitioners and scientists there is strong belief that a pulse advertising policy is superior to an even one. Currently there is no
advertising model from which we can deduce a pulse policy as an optimum. A few models imply that the optimal advertising policy is a chattering one. The chattering policy can not be implemented in practice, for media are usually bought in multi week flights. A chattering policy results from the assumption that an advertising response function is S-shaped. But whether an advertising response function is S-shaped or not is still one of controversial issues in advertising research.
From the standpoint of a profit-maximizing advertiser, the cost structure of advertising plays an important role in determining his/her optimal policy. Models in the advertising literature failed to incorporate the interaction effect of fixed and pulsing cost. The presence of the interactions will be shown to lead to "a periodic pulse policy" as an optimum without the controversial assumption that an advertising response function is S-shaped.
마아케팅 실무자나 학자들은 파동적 광고정책 (pulse advertising policy) 이 효과적이라고 생각한다. 그러나 파동적 광고정책을 최적 정책으로 유도하는 계량적 광고모델은 거의 없다. 더우기 그 모델들은 파동적 광고정책이라고 보기에 힘든 채터링 (chattering) 정책을 최적 정책으로 유도하고 있다.
본 연구에서는 기존 연구에서는 소홀히 처리되었던 광고의 비용측면을 고려하여 보다 현실적인 파동적 광고정책인 주기적 파동 광고 정책(periodic pulse advertising policy) 을 최적 광고 정책으로 유도하고 있다.
