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MEDIA ADVERTISING AND BALLOT INITIATIVES: THE CASE OF ANIMAL WELFARE REGULATION

✍ Scribed by TIMOTHY RICHARDS; WILLIAM ALLENDER; DI FANG


Book ID
115201631
Publisher
Oxford University Press
Year
2011
Tongue
English
Weight
605 KB
Volume
31
Category
Article
ISSN
1074-3529

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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