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Determining the Optimal Level of Media Spending

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References

1969A Media Planning Calculus257 cited
1979Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness114 cited

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2020The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance38 cited
1997A comparison of media factors that influence the effectiveness of direct response television advertising19 cited
1997Advertising budgeting practices in agribusiness: The case of farmer cooperatives18 cited
2021When Brands Go Dark14 cited

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