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Research papers

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven
June 15, 1996
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Citation

Ehrenberg, Barnard and Scriven (1996a, June 15). Justifying our advertising budgets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/justifying-our-advertising-budgets