An Optimum Geographical Distribution of Publicity Expenditure in a Private Organisation

A. P. Zentler and Dorothy Ryde
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A. P. Zentler: London, England
Dorothy Ryde: London, England

Management Science, 1956, vol. 2, issue 4, 337-352

Abstract: This paper attempts the solution of a practical problem. Given an international organisation with branches in n different countries and concerned with publicity for a commodity X--in competition with a substitute X' --how should such an organisation allocate its expenditure among them so as to get the maximum overall return. Though our model is necessarily based to some extent on intelligent guess-work, it has the merit of providing at least a logically consistent solution of the problem.

Date: 1956
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:2:y:1956:i:4:p:337-352

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