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Advertising Decision
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Advertising and promotional expenditures have become significant in
the marketing of many products. In 1966 about 16 billion dollars was
spend on advertising alone. This expenditure is made because advertising
has a vital communication function to play in marketing as part of the
overall communication mix the firm utilizes to inform and convince
customers of the desirability of its products. The discussion in this
chapter will be largely restricted to advertising decisions, but the
management science techniques discussed are also relevant to other
promotion and communication decisions.
David B. Montgomery** and Glen L. Urban - Personal Name
248-67
NONE
Management
English
1967
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