Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products

Published Online:https://doi.org/10.1287/mksc.5.2.110

We are indebted to John Little (Little, J. D. C. 1986. Comments. Marketing Sci.5 107–108.) and Hugh Zielske (Zielske, H. A. 1986. Comments. Marketing Sci.5 109.) for their valuable comments on our paper. Some of the comments merit further clarification and our response to these comments is provided below.

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