ADMOD: An Advertising Decision Model
- 1 February 1975
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 12 (1) , 37
- https://doi.org/10.2307/3150656
Abstract
ADMOD is an advertising decision model which is designed to address simultaneously the budget decision, the copy decision, and the media-allocation decision. Th...Keywords
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