DIKUL - logo
(UL)
  • Allocation of advertising expenditure on market segments by using multiple regression
    Artenjak, Janez
    Every year companies spend billions of dollars on advertising in an effort induce consumers to purchase their goods. Substantial gains exist for the firms from advertising. Therefore, it is important ... that firms when planning advertising activities also act rationaly in the phase of allocation of advertising expenditure on market segments. This paper develops a methodology for solving the problem of allocation by using standardized regression coefficients. The model was tested on a numerical example.
    Source: Slovenska ekonomska revija = Slovenian economic review. - ISSN 0354-0731 (44, št. 6, december 1993, str. 575-581)
    Type of material - article, component part
    Publish date - 1993
    Language - english
    COBISS.SI-ID - 5558276

Shelf entry