Determining the optimal return on investment for an advertising campaign-Reference-Cited by-同舟云学术

Determining the optimal return on investment for an advertising campaign

Published:1996-12 Issue:3 Volume:95 Page:511-521
ISSN:0377-2217
Container-title:European Journal of Operational Research
language:en
Short-container-title:European Journal of Operational Research

Author:

Danaher Peter J.,Rust Roland T.

Publisher

Elsevier BV

Subject

Information Systems and Management,Management Science and Operations Research,Modeling and Simulation,General Computer Science,Industrial and Manufacturing Engineering

Reference48 articles.

1. ADMOD: An advertising decision model;Aaker;Journal of Marketing Research,1975

2. Getting the most out of advertising and promotion;Abraham;Harvard Business Review,1990

3. Effective exposure: A new way of evaluating media;Achenbaum,1977

4. Advertising research at Anheuser Busch, Inc. (1963–1968);Ackoff;Sloan Management Review,1975

5. What is a ‘small’ advertising elasticity?;Brodbent;Journal of Advertising Research,1989

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