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This research examines how retailer and consumer responses influence a manufacturer's optimal advertising and trade promotion plans. We develop a dynamic optimization model which considers the actions of the manufacturer, retailers, and consumers. The manufacturer attempts to maximize its profits by advertising directly to consumers and offering periodic trade deal discounts to the retailer in the hope that the retailer will in turn "pass through" a retailer promotion to the consumer. We show how the manufacturer's optimal allocation depends on consumer response to advertising, consumer response to retailer promotions, retailer inventory carrying cost, and retailer passthrough behavior. For example, we find that retailer carrying costs and promotion wearout play a central role in constraining expenditures on trade promotions. We predict that as trade promotions are designed to eliminate forward buying, manufacturers will find it in their interest to promote more steeply. We also find a natural tendency for advertising and trade dealing to substitute for each other in an optimal plan.advertising, promotion, marketing mix, product policy

The effects of two clean-in-place (CIP) procedures on attachment of Pseudomonas fragi ATCC 4913 to a stainless steel surface were studied using scanning electron microscopy @EM). Under normal CIP conditions those cells that remained in the system did not exhibit attachment fibrils. Under conditions of lowered detergent water temperature and detergent and sanitizer concentrations, those cells that were present after CIP showed attachment fib&. Organisms remaining after normal CIP were not viable, whereas those present after suboptimum cleaning were. These viable cells produced attachment fib& within 24 hr at 21°C and 96 hr at 4°C when grown in milk.

Attachment of Pseudomonas fragi ATCC 4973 to a sterile stainless steel surface was followed under stationary and dynamic growth conditions at 25°C and 4°C using scanning electron microscopy techniques. The organism was grown in 10% reconstituted nonfat dry milk for 28 hr at 25°C and 9 days at 4°C. Attachment was ob served in both the stationary and dynamic environments at l/2 hr at 25°C and at 2 hr at 4°C. There appeared to be no difference in the development of attachment fibrils on the organisms in the two environments or at the two temperatures. The extent of attachment increased as the microbial population increased over the growth cycle under both environments at both temperatures.

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