Abstract
Advertising is a part of a firm’s communication mix, which also includes direct marketing (by mail, phone, the Web), sales promotions, public relations, and personal selling. The planning of advertising involves a number of decisions concerning advertising budgets, media and copy selection, and the timing of advertising efforts. A key empirical issue here is to ascertain the effects of advertising media and copy.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2004 Springer Science+Business Media New York
About this chapter
Cite this chapter
Jørgensen, S., Zaccour, G. (2004). Advertising Models. In: Differential Games in Marketing. International Series In Quantitative Marketing, vol 15. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-8929-1_3
Download citation
DOI: https://doi.org/10.1007/978-1-4419-8929-1_3
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-4724-8
Online ISBN: 978-1-4419-8929-1
eBook Packages: Springer Book Archive