Dissertation Information for Gary John RussellNAME:
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SCHOOL: ADVISORS: COMMITTEE MEMBERS: MPACT Status: Incomplete - Not_Inspected Title: THE IMPACT OF DECISION RULES ON ADVERTISING MEASUREMENT Abstract: In the marketing literature, there is substantial evidence that firms use knowledge of typical sales activity to determine advertising expenditure. Although the details of the budgeting process vary across firms, surveys of large U.S. firms repeatedly find that the majority use some type of constant advertising to sales ratio heuristic. Findings of this sort are reassuring and worrisome to researchers. On the one hand, normative theories of advertising spending emphasize that optimal advertising strategy depends upon the characteristics of sales response. On the other hand, the use of a highly systematic rule can make the impact of advertising difficult or impossible to detect. The key problem is that the use of a reasonable sales-based rule can distort the appearance of the advertising-sales relationship. Consequently, inferences about advertising effectiveness drawn from historical data are fundamentally dependent upon the firm's decision behavior. |
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Students under Gary John Russell
ADVISEES:
- None
COMMITTEESHIPS:
- Mark Rorvig - University of California, Berkeley (1985)