How Advertising Decisions are Taken

W. Duncan Reekie

Chapter 4 in The Economics of Advertising, 1981, pp 40-79 from Palgrave Macmillan

Abstract: Abstract Advertising is suspected of being in excess of both its social and commercial optimum level. Profit-maximising businessmen have no reason to carry the activity beyond the point where the last pound spent on advertising brings in exactly one pound more of net revenue. Yet it is almost certain that they exceed or undershoot this level. Why should this be so? How do businessmen decide on their advertising budget levels? How do they allocate their budget among the various media available? This chapter is concerned with providing answers to these questions.

Keywords: Advertising Expenditure; Advertising Effectiveness; Budget Level; Advertising Cost; Budget Line (search for similar items in EconPapers)
Date: 1981
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DOI: 10.1007/978-1-349-04877-9_4

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