This thesis examines whether it is prudent and constructive for a manager to use their brand's market share (specifically using the law-like Advertising Intensiveness relationship of Jones) to guide their adverstising expenditure decision. Decisions regarding advertising expenditure and advertising effectiveness are really two sides of the same coin - how can one specify an amount to spend without the knowledge of what that spending will acheive? Therefore, this thesis examines the question by investigating the effectiveness of different levels of advertising expenditure.
| Identifer | oai:union.ndltd.org:ADTP/269014 |
| Date | January 2007 |
| Creators | Danenberg, Nick |
| Source Sets | Australiasian Digital Theses Program |
| Language | EN-AUS |
| Detected Language | English |
| Rights | Copyright Nicholas Danenberg 2007 |
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