A spaced advertising schedule is much more dollar-effective than a massed (pulsed) schedule, according to this reanalysis of the experimental data developed by Pomerance and Zielske. This finding is at variance with the conclusions drawn by other writers. The raw Pomerance-Zielske data are published here for the first time; until now only idealized representations of the data have been available, which has been the source of confusion and misunderstanding.
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