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Management

Advertising Decision

David B. Montgomery** and Glen L. Urban - Personal Name;

Advertising and promotional expenditures have become significant in
the marketing of many products. In 1966 about 16 billion dollars was
spend on advertising alone. This expenditure is made because advertising
has a vital communication function to play in marketing as part of the
overall communication mix the firm utilizes to inform and convince
customers of the desirability of its products. The discussion in this
chapter will be largely restricted to advertising decisions, but the
management science techniques discussed are also relevant to other
promotion and communication decisions.

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Series Title: -
Call Number: -
Publisher: : ., 1967
Collation: -
Language: English
ISBN/ISSN: 248-67
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): Makerting
Specific Detail Info: -
Statement of Responsibility: -

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Advertising Decision
Advertising and promotional expenditures have become significant in the marketing of many products. In 1966 about 16 billion dollars was spend on advertising alone. This expenditure is made because advertising has a vital communication function to play in marketing as part of the overall communication mix the firm utilizes to inform and convince customers of the desirability of its products. The discussion in this chapter will be largely restricted to advertising decisions, but the management science techniques discussed are also relevant to other promotion and communication decisions.

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