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| Author: | Zufryden, F. S. |
| Title: | How much should be spent for advertising brand. |
| Journal: | Journal of Advertising Research
1989 : APR-MAY, VOL. 29:2, p. 24-28, 29-34 |
| Index terms: | ADVERTISING EXPENDITURE BRANDS |
| Language: | eng |
| Abstract: | A microcomputer model system called PROD II (Zufryden, 1985) was designed to forecast end-of-year market performance of new products. Now an actual application of an advanced version of PROD II system is illustrated. It is designed to assess the advertising for one of a company's current brands. It provides a tool that may be used directly by an advertising planner on an IBM PC. It is described how the system has been utilized to aid marketing and advertising managers. |
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