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 language | English |
|---|---|
| Pages (from-to) | 33-40 |
| Number of pages | 8 |
| Journal | Managerial and Decision Economics |
| Volume | 6 |
| Issue number | 1 |
| DOIs | |
| State | Published - Mar 1985 |
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