Pulsing is best used for products that sell throughout the year but experience higher sales during certain periods (lemonade sells all year but more during the summer months, for example). (Transformation Marketing)

Pulsing-maintenance schedules find applications when managers combine general advertising with specific communication goals, for example, to announce corporate name change or limited time promotional offers. (ResearchGate)

This fact not only justifie the prevalence of pulsing advertising in practice, but also reveals that the memory span could be the critical factor for the existence of pulsing (because managers afford to reduce or stop ad spending when consumers remember ads and past awareness lingers on). (Prasad A. Naik)