SUMMARYIn this paper we analyse the optimal infinite-horizon advertising policy of a monopolist firm in a market for durable goods, based on classic models by Vidale-Wolfe (Oper. Res. 1957; 5(3):370-381) and NerloveArrow (Economica 1962; 29(114):129-142). A set of necessary conditions for optimality generalizing previous results is provided for the resulting non-convex system. In addition, we establish local (and in some cases global) asymptotic convergence of an optimal trajectory towards the unique optimal steady state.