The illusion of the "image" and the excess power of groups
This paper is largely concerned with the relationship between advertising and the product or service being advertises. Let's start with a couple of somewhat simplified formulae: If we double the effect of our advertising, we can save half of the budget, automatically converting it to additional net profit, and yet retain our same market position; or, we can keep the original budget amount and increase the role of market gains. Leaving aside the limitless number of strategies between the two extremes, we may ponder for a moment about the realism of the extreme alternatives.
- This could also be of interest