search query: @author Danaher, P. / total: 6
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| Author: | Danaher, P. Rust, R. |
| Title: | Determining the optimal return on investment for an advertising campaign |
| Journal: | European Journal of Operational Research
1996 : DEC 20, VOL. 95:3, p. 511-521 |
| Index terms: | OPERATIONAL RESEARCH ADVERTISING OPTIMIZATION |
| Language: | eng |
| Abstract: | In this paper the authors adopt the point of view that advertising is an investment, and propose a simple formula for calculating the level of media spending which maximizes the return on investment. The information which must be supplied for the calculation is commonly available. The authors express the optimal expenditure in terms which are meaningful to media planners. They also show when maximizing return on investment not all of the allocated media budget should be spent. |
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