Advertising

Paul Sergius Koku

Chapter Chapter 8 in Decision Making in Marketing and Finance, 2014, pp 113-130 from Palgrave Macmillan

Abstract: Abstract Advertising is often discussed as one of the central elements of the integrated marketing communication (IMC). Of course, discussing it in a chapter by itself, instead of a chapter discussing it along with other communication elements, does not change the fact that it is a part of communication elements. However, discussing it by itself gives us the opportunity to study it more in-depth than we would have done had we discussed it with the other communication elements. Furthermore, devoting a chapter to advertising is also consistent with the fact that significant research efforts have been devoted to it, as evidenced in the number of academic and practitioner journals and articles specifically devoted to it.

Keywords: Wealth Effect; Advertising Campaign; Advertising Expenditure; Advertising Research; Advertising Effectiveness (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44477-6_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137444776

DOI: 10.1057/9781137444776_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().