A model towards optimizing advertising effort on consumer goods purchase
J. Alex Murray
(University of Windsor, Ontario, Canada)
219
Abstract
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.
Keywords
Citation
Alex Murray, J. (1971), "A model towards optimizing advertising effort on consumer goods purchase", European Journal of Marketing, Vol. 5 No. 4, pp. 217-221. https://doi.org/10.1108/EUM0000000005175
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited