search query: @indexterm Advertising expenditure / total: 112
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| Author: | Weihs, E. |
| Title: | The optimization of advertising budgets in the context of competitors' campaigns. |
| Journal: | European Research
1987 : NOV, VOL. 15:4, p. 232-241 |
| Index terms: | ADVERTISING EXPENDITURE COMPETITIVENESS |
| Language: | eng |
| Abstract: | An analysis of the need to find the correct criteria to assess the result of advertising as a consequence of successful budget planning and the use of such budgets to optimize advertising effects. The review covers current development including the use of electronic media, a case study of a survey of the FRG detergent market, the impact of time on advertising results, campaigns on advertising results, influence of the media, optimizing budgets, media planning, budget planning and 11 Frames are given of campaigns and market effects. A summary in English, French and German is also provided. |
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