Return to search

Testing the advertising intensiveness law in budgeting : can and should managers use the advertising intensiveness law in setting advertising budgets?

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.

Identiferoai:union.ndltd.org:ADTP/269014
Date January 2007
CreatorsDanenberg, Nick
Source SetsAustraliasian Digital Theses Program
LanguageEN-AUS
Detected LanguageEnglish
RightsCopyright Nicholas Danenberg 2007

Page generated in 0.0017 seconds