Abstract:

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.