Media-specific returns to generic advert
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Henry W. Kinnucan; Yuliang Miao
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Article
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1999
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John Wiley and Sons
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English
โ 73 KB
๐ 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