Premium
The role of economic analysis in media‐planning
Author(s) -
Liebermann Yehoshua
Publication year - 1985
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.4090060107
Subject(s) - economics , economic analysis , microeconomics , advertising , business , classical economics
One of the most important problems in advertising strategy is the allocation of overall advertising budgets among alternative media. This paper shows how economic analysis can be applied to offer an improved solution to this problem. In particular, the present study claims that income‐elasticity is one of the variables that should be considered when making media‐mix decisions.