Beyond Advertising and Publicity: The Domain of Hybrid MessagesJan 1, 1991 Siva K. Balasubramanian, 1991, 91-131
Identifies genre of marketing communication, or 'hybrid messages,' that provide the product sponsor with benefits beyond those of conventional advertising.
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service MarketsJan 1, 1990 Siva K. Balasubramanian and V. Kumar, 1990, 90-109
Explains variation in advertising and promotional expenditures-to-sales ratios, or marketing communications intensity (MCI), across three markets; presents empirical study to identify the key correlates of MCI in 30 industries.
The Use of Developmental and Evaluative Market ResearchJan 1, 1989 Gerald Zaltman, 1989, 89-107
Makes recommendations on how firms might use research resources (budgetary and personnel) more effectively.
Measurement and Use of Market Response Functions for Allocating Marketing ResourcesJan 1, 1986 Vithala R. Rao and Darius J. Sabavala, 1986, 86-105
Reviews and synthesizes the literature on measuring market response functions and marketing-mix decisions over time; proposes an innovative approach for measuring resources.
Communications Spending Decisions for Industrial Products: A Literature ReviewJan 1, 1979 Morton Galper, 1979, 79-111
Employs a model of marketing communications decisions to structure an examination of the literature on industrial communications budgeting, focusing on the size of the total budget, the mix of communications elements, and expenditures for individual elements.
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