A model towards optimizing advertising effort on consumer goods purchase

Develops a model incorporating expected market potential derived from customers' purchasing expectations. Suggests that this can be used as a basis for advertising strategies. Claims to present a movement towards the ideal of marginal returns from marginal advertising outlays.

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Year of publication:	1971
Authors:	Alex Murray, J.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 5.1971, 4, p. 217-221
Publisher:	MCB UP Ltd
Subject:	Models \| Advertising \| Marketing \| Consumer goods \| Strategy

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005175 [DOI]
Source:	Other ZBW resources

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