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Volume 5, Issue 4
1 April 1971
European Journal of Marketing Cover Image for Volume 5, Issue 4
Research Article| April 01 1971

A model towards optimizing advertising effort on consumer goods purchase

J. Alex Murray
University of Windsor, Ontario, Canada
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1971
European Journal of Marketing (1971) 5 (4): 217–221.
https://doi.org/10.1108/EUM0000000005175

Develops a model incorporating expected market potential derived from customers' purchasing expectations. Suggests that this can be used as a basis for advertising strategies. Claims to present a movement towards the ideal of marginal returns from marginal advertising outlays.

Keywords: Models, Advertising, Marketing, Consumer goods, Strategy
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© MCB UP Limited
1971
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