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Determining the Optimal Level of Media Spending · Study

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ArticleDetermining the Optimal Level of Media Spending

Peter J. Danaher1994

Article1994

Determining the Optimal Level of Media Spending

Peter J. Danaher · Roland T. Rust

57 citations·0/0 files stored·Journal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

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References

1969A Media Planning Calculus 1979Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness

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2003Assessing advertising media spending inefficiencies in generating sales 2011Marketing in a recession: retrench or invest?1996The Financial Implications of Advertising as an Investment 2014Advertising Spending Efficiency Among Top U.S. Advertisers from 1985 to 2012: Overspending or Smart Managing?2020The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance 1997A comparison of media factors that influence the effectiveness of direct response television advertising 1997Advertising budgeting practices in agribusiness: The case of farmer cooperatives 2021When Brands Go Dark

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Year1994

Typearticle

Published1994-01-01

VenueJournal of Advertising Research

ISSN-L0021-8499

Languageen

Citations57

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1080/00218499.1994.12466930

openalex_workW19639867

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