The timing pattern should consider three factors:

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Buyer turnover: it expresses the rate at which new buyers enter the market, the higher this rate the more continuous the advertising should be
Purchase frequency: it is the number of times during the period the average buyer buys the product; the higher the purchase frequency, the more continuous the advertising should be

Forgetting rate: it is the rate at which the buyer forgets the brand; the higher this rate, the more continuous the advertising should be.

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