A Model for Budgeting Advertising

  • Alfred A. Kuehn
Part of the Lecture Notes in Economics and Mathematical Systems book series (LNE, volume 132)

Summary

A profit-maximizing decision rule for the budgeting of consumer-directed advertising is developed. It is based upon a dynamic, empirically supported model of consumer brand shifting in their purchases of grocery products, coupled with mechanisms of consumer influence. The decision rule model is examined under conditions of competitive equilibrium and disequilibrium and compared with sales-oriented rules of thumb widely used in business practice.

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Copyright information

© Springer-Verlag Berlin Heidelberg 1976

Authors and Affiliations

  • Alfred A. Kuehn

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