search query: @freeterm Models / total: 32
reference: 28 / 32
| Author: | Artenjak, J. |
| Title: | Allocation of advertising expenditure on market segments by using multiple regression |
| Journal: | Slovenska ekonomska revija
1993 : VOL. 44:6, p. 575-581 |
| Index terms: | |
| Freeterms: | enterprises, sales, advertizing, costs, market, allocation, regression analysis, models |
| Language: | eng |
| Abstract: | Every year companies spend billions of dollars on advertising in an effort induce consumers to purchase their goods.Substantial gains exist for firms from advertising. Therefore, it is important that firms when planning advertising activities also act rationally in the phase of allocation of advertising expenditure on market segments. This paper develops a methodology for solving the problem of allocation by using standardized regression coefficients.The model was tested on a numerical example. |
SCIMA