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

Abstract

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.