Mahajan and Muller (Mahajan, V., E. Muller. 1986. Advertising pulsing policies for generating awareness for new products. 89–106.) have written a valuable paper that analyzes a particular class of advertising policies under the assumption of an S-shaped response function. As we shall discuss, their results highlight the need for new empirical research to answer crucial questions about what constitutes a pulse and the extent to which S-shaped responses exist.