Applying on Advertising-Sales Relationship Model to Product Fields

Kudisch, Leonard
October 1965
Journal of Marketing;Oct65, Vol. 29 Issue 4, p16
Academic Journal
The amount spent on advertising a brand, its "momentum" in the product field, and the effectiveness of its advertising are three important factors that can now be measured. Can their relative influence on sales-share change be measured? The President of Schwerin Research reports how this has been done in a broad mathematical model. He believes that the knowledge thus gained will have increasing importance in making realistic decisions in specific brand situations.


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