The role of economic analysis in media‐planning

Yehoshua Liebermann

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

One of the most important problems in advertising strategy is the allocation of overall advertising budgets among alternative media. This paper shows how economic analysis can be applied to offer an improved solution to this problem. In particular, the present study claims that income‐elasticity is one of the variables that should be considered when making media‐mix decisions.

Original languageEnglish
Pages (from-to)33-40
Number of pages8
JournalManagerial and Decision Economics
Volume6
Issue number1
DOIs
StatePublished - Mar 1985

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