search query: @author Kaas, K. P. / total: 13
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| Author: | Kaas, K. P. |
| Title: | Nutzen und Kosten der Werbung. |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1990 : JUN, VOL. 42:6, p. 492-504 |
| Index terms: | ADVERTISING EXPENDITURE |
| Language: | ger |
| Abstract: | An economic model of advertising effectiveness is presented and discussed. It is based on the assumption that consumers, when confronted with advertising messages, evaluate their utility and their cost in order to decide which one to select for processing. Advertising benefits consist of the information value and of the attractiveness as an entertainment. Costs are defined as opportunity costs of the time spent on advertising. Implications of the model are discussed with respect to the demand for advertising, to the competition of advertising messages, and to the handicaps and advantages of advertising copies and media. |
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