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- Title
Media Models for the Industrial Goods Advertiser--A Do-it-yourself Opportunity.
- Authors
Boyd Jr., Harper W.; Claycamp, Henry J.; McClelland, Charles W.
- Abstract
Can low-cost media models be built for industrial advertisers? These advertisers typically have small media budgets and are faced with specialized audience groups about which little is known. What problems are encountered in building a low-cost media model? What results can be obtained through the use of such a model? The authors attempt to answer these and related questions through the use of case history.
- Subjects
ADVERTISING media planning; INDUSTRIAL advertising; MARKETING models; INDUSTRIAL marketing; ADVERTISING &; economics; CONSUMPTION (Economics); ECONOMETRIC models; DECISION support systems; ADVERTISING agencies; ECONOMIC aspects of decision making; COST control; COST estimates; ECONOMICS; FINANCE
- Publication
Journal of Marketing, 1970, Vol 34, Issue 2, p23
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224297003400204