A System Point Approach to Nonuniform Advertising Insertions

This paper introduces a stochastic model and uses the system point theory for queues and dams to obtain the long range probability distribution function of consumer response in a single ad campaign with Poisson repetitions. The consumer response is treated analogously to the content of a dam with a general release rule and stochastically decreasing increments from higher contents. This approach to repetition effects provides an alternative technique to contemporary marketing models. The paper also discusses applications to the choice of media schedules that optimize market response and generaliza- tions of the model.