On the Interaction of Purchasing Motives and the Optimal Programming of Their Activation--A New Approach to the Evaluation of Advertising Themes

H. Emanuel, L. H. Klaassen and H. Theil
Additional contact information
H. Emanuel: Nederlandse Stichting voor Statistiek, The Hague
L. H. Klaassen: Netherlands Economic Institute, Rotterdam
H. Theil: Econometric Institute of the Netherlands School of Economics, Rotterdam

Management Science, 1960, vol. 7, issue 1, 62-79

Abstract: In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various instruments available to such a policy. These authors have generally assumed efficient spending of money on advertising as far as choice of media and of purchase motivating themes are concerned. It is the object of the present paper to consider in some detail the second of these two problems--the efficient selection of purchase motivating themes for activation through advertising.

Date: 1960
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1287/mnsc.7.1.62 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:7:y:1960:i:1:p:62-79

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().