Use the minimization convention for Pontryagin maximum principle: , with , , and minimizing over its allowed set. The initial state is fixed; since terminal time is fixed and terminal state is free, the transversality condition is . No free-terminal-time condition is imposed.
For the advertising problem, and , so . Write and . Then
The switching function satisfies , while . Thus there is at most one switch, from to , and no singular interval. If were always zero, then and , contradicting Hamiltonian minimization. Hence a switch occurs at some .
Before it, ; after it, and . Setting gives
The left side increases and the right side decreases, so the switch is unique.
Sufficiency can also be proved directly. For any control with total effort , the cumulative effort by time is at most . Since , the best arrangement for that fixed effort is to advertise immediately at full strength for time . Its cost is
Its derivative is and its second derivative is on . The unique minimizer is exactly the preceding . This verifies a global optimum, not only a necessary extremal.

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