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Advertising efficiency and the choice of media mix: a case of beer

✍ Scribed by Rolf Färe; Shawna Grosskopf; Barry J Seldon; Victor J Tremblay

Book ID
116556672
Publisher
Elsevier Science
Year
2004
Tongue
English
Weight
382 KB
Volume
22
Category
Article
ISSN
0167-7187

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✍ Henry W. Kinnucan; Yuliang Miao 📂 Article 📅 1999 🏛 John Wiley and Sons 🌐 English ⚖ 73 KB 👁 2 views

A key decision faced by managers of generic advertising programs is the allocation of the budget among media (e.g., television, radio, print). In this article, the economics of media allocation are addressed using catfish as a case study. The hypothesis that demand responds equally to all media was