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Why Advertising And Promotional Costs Vary: Some Cross-Sectional Analyses

P. Farris, R. D. Buzzell
Published 1979 · Business

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Economic theory and conventional marketing wisdom suggest many factors that are responsible for variations in advertising and promotion costs among firms and industries. This article tests empirically the explanatory power of several of these factors. The resulting descriptive models are encouragingly consistent across a wide variety of industrial and consumer businesses.
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