Abstract:

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media should be used to deliver them. Most of the published work in this area has appeared within the last three years, and there is every reason to believe that a great deal of the work which has been, or is being done, has never been publicly described. The few examples referred to in this paper are intended to illustrate some of the kinds of work which is being done.